D3. Social Exclusion and Wom About Past Versus Future Experiences
This research explores how social exclusion affects WOM. The authors demonstrate that socially excluded individuals, compared to their non-excluded counterparts, are more likely to talk about personal events that happened in the past to help others be prepared for a similar experience and consequently strengthen their social connections with them.
Melis Ceylan, Ezgi Akpinar, and Selin Atalay (2018) ,"D3. Social Exclusion and Wom About Past Versus Future Experiences", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 901-901.
Melis Ceylan, Koc University, Turkey
Ezgi Akpinar, Koc University, Turkey
Selin Atalay, Frankfurt School of Finance and Management, Germany
NA - Advances in Consumer Research Volume 46 | 2018
D6. How to Boast Appropriately When Word of Mouth Flows Internationally?
Xingyu Wang, Huazhong University of Science and Technology, China
Yaping Chang, Huazhong University of Science and Technology, China
Jun Yan, Huazhong University of Science and Technology, China
Is All That Glitters Gold? The Effect of Product Surface Glossiness on Consumer Judgments
Jiaqi SONG, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University
Gerald J. Gorn, Hong Kong Polytechic University
How Mortality Salience Shapes Consumers’ Responses to Brands
Polina Landgraf, IE Business School, IE University
Antonios Stamatogiannakis, IE Business School, IE University
Haiyang Yang, Johns Hopkins University