R1. How Consumers Deal With Brand Failure-An Individual Differences Approach
The impact of individual differences (regulatory focus and attachment style) on consumers’ reactions at the time of brand failure is studied. Our three studies showed that higher promotion leads to higher positive and lower negative behaviors. Furthermore, this effect is moderated by individuals’ attachment styles.
Melika Kordrostami and Elika Kordrostami (2018) ,"R1. How Consumers Deal With Brand Failure-An Individual Differences Approach", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 915-915.
Melika Kordrostami, California State University-San Bernardino
Elika Kordrostami, Rowan University
NA - Advances in Consumer Research Volume 46 | 2018
Consuming Time-Space Imaginations: Bakhtin’s Chronotope on Robots and Artificial Intelligence
Marat Bakpayev, University of Minnesota Duluth, USA
Alima Yesmukanova, KIMEP University
Rejecting Moralized Products: Moral Identity as a Predictor of Reactance to “Vegetarian” and “Sustainable” Labels
Rishad Habib, University of British Columbia, Canada
Yann Cornil, University of British Columbia, Canada
Karl Aquino, University of British Columbia, Canada
D8. Why Employees Communicate Positive eWOM on Social Networking Sites: Motivations and Moderators
Jing Zhang, 华中科技大学管理学院
Ya Zhang, 华中科技大学管理学院