Dancing With Commercialism: Emphasizing Dramatism to Persuade

Drawing on performance theory, we examined how bloggers use dramatistic performance to ease the tension between commercial intent and communal norms. We found blogging performance can produce transformation at different levels including transforming content to consumer desire, brand indifference to brand interests, and change accidental audience to integral audience.



Citation:

Yuxin Bai, Xin Zhao, and Hayley Cocker (2018) ,"Dancing With Commercialism: Emphasizing Dramatism to Persuade", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 465-466.

Authors

Yuxin Bai, Lancaster University, UK
Xin Zhao, Lancaster University, UK
Hayley Cocker, Lancaster University, UK



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

Understanding the Framing of Recommendations

Jia Gai, Erasmus University Rotterdam, The Netherlands
Anne-Kathrin Klesse, Erasmus University Rotterdam, The Netherlands

Read More

Featured

I, Me, Mine: The Effect of the Explicitness of Self-Anchoring on Consumer Evaluations

Adrienne E Foos, Mercyhurst University
Kathleen A Keeling, University of Manchester, UK
Debbie I Keeling, University of Sussex

Read More

Featured

P10. Omission Bias in the Gain vs. Loss Domain

Jen H. Park, Stanford University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.