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
Share Proceeding
Featured papers
See MoreFeatured
Contested and Confused: The Influence of Social Others in Disrupting Body Projects
Aphrodite Vlahos, University of Melbourne, Australia
Marcus Phipps, University of Melbourne, Australia
Featured
How Numeric Roundness Influences Probability Perceptions
Julio Sevilla, University of Georgia, USA
Rajesh Bagchi, Virginia Tech, USA
Featured
F5. Alternative Food Consumption (AFC) Adoption and Low SES Youth Food Well-Being: From Precontemplation to Maintenance
Wided Batat, American University Beirut