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.
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.
Hao Wang, University of South Florida, USA
NA - Advances in Consumer Research Volume 46 | 2018
Both Good from Afar…and Far from Good? Mental Representation Changes Consumer Preference for Products from a Brand with a Reputation for Innovativeness
Jeff Larson, Brigham Young University, USA
Kelly Goldsmith, Vanderbilt University, USA
BJ Allen, University of Arkansas, USA
B7. Conceptualizing Brand Arrogance and Its Impact on Consumer Trust
Sampoorna Nandi, University of Connecticut, USA
Robin A. Coulter, University of Connecticut, USA
Consumer Perceptions of Environmental ‘Win-Wins’
Tamar Makov, Yale University, USA
George Newman, Yale University, USA