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
Social Class and Prosocial Behaviors
Yan Vieites, Brazilian School of Public and Business Administration, Brazil
Eduardo B. Andrade, FGV / EBAPE
Rafael Burstein Goldszmidt, Brazilian School of Public and Business Administration, Brazil
Consuming Products with Experiences: Why and When Consumers Want Mementos
Charlene Chu, Chapman University
Suzanne Shu, University of California Los Angeles, USA
Marketing’s Ethical Blind Spot: The Problem with Catering to Customer Preferences
Suneal Bedi, University of Pennsylvania, USA
Sonu Bedi, Dartmouth College, USA