Cohesion Or Coercion? Why Coordinated Behavior Backfires in Marketing Contexts

Four studies demonstrate that consumers perceive greater impact resulting from organizations engaging in varied (vs. coordinated) actions. Process evidence reveals that, in hierarchical organizations such as brands and firms, variation signals agency whereas coordination signals coercion. Therefore, marketing actions that involve varied (vs. coordinated) actions are perceived more favorably.



Citation:

Noah VanBergen (2018) ,"Cohesion Or Coercion? Why Coordinated Behavior Backfires in Marketing Contexts", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 821-822.

Authors

Noah VanBergen, University of Cincinnati, USA



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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