H2. Influencing Consumer Response to Products With High Styling: the Role of Mindsets
This research investigates the conditions under which consumer response to products with a high level of styling will more likely be positive. Empirical studies demonstrate that consumers evaluate a high-styling (vs. low-styling) product more favorably when they are in an abstract, rather than a concrete, mindset.
Ying-Ching Lin and Angela Chang (2018) ,"H2. Influencing Consumer Response to Products With High Styling: the Role of Mindsets", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 917-917.
Ying-Ching Lin, National Chengchi Uniersity, Taiwan
Angela Chang, Northeastern University, USA
NA - Advances in Consumer Research Volume 46 | 2018
A Computational Social Science Framework for Visualizing the Possibility Space of Consumer-Object Assemblages from IoT Interaction Data
Donna Hoffman, George Washington University, USA
Thomas Novak, George Washington University, USA
Names Are the Mirrors of the Soul: The Role of Possessive Brand Names in Brand Evaluations
Marina Puzakova, Lehigh University
Mansur Khamitov, Nanyang Technological University, Singapore
H1. How Anthropomorphized Roles Influence Consumers' Attitude Towards Innovative Products
yuanqiong He, Huazhong University of Science and Technology, China
Zhou Qi, Huazhong University of Science and Technology, China