H9. Market Emergence: the Alignment Process of Entrepreneurs’ Socio Cognition and Consumers’ Perception of the Market

Drawing on social constructive perspective, this study bridges entrepreneurial decision-making and legitimacy underlying the micro-foundation of the market creation. I argue that the extent to which the market is legitimate depends on the alignment between entrepreneur's socio cognition of the market and consumers' perception of the market.



Citation:

Hao Wang (2018) ,"H9. Market Emergence: the Alignment Process of Entrepreneurs’ Socio Cognition and Consumers’ Perception of the Market", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 933-933.

Authors

Hao Wang, University of South Florida, USA



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

Less Time, More Procrastination? The Impact of Time Pressure on Task Initiation

Jing Jiang, Renmin University of China
Alisa Yinghao Wu, Columbia University, USA

Read More

Featured

The Power of Pottymouth in Word-of-Mouth

Katherine C Lafreniere, University of Alberta, Canada
Sarah G Moore, University of Alberta, Canada

Read More

Featured

Time Flies…But Only When the Speed is “Just Right”: How Animation Speed Affects Perceived Waiting Time

Yu Ding, Columbia University, USA
Ellie Kyung, Dartmouth College, 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.