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
Faster than Fact: Consuming in Post-Truth Society
Robert Kozinets, University of Southern California, USA
Rossella Gambetti, Catholic University of the Sacred Heart
Silvia Biraghi, Catholic University of the Sacred Heart
Featured
N3. Emotion Regulation and Memory for Negative Emotion Ads
Sandra Segal, Ben Gurion University, Israel
Hila Riemer, Ben Gurion University, Israel
Shai Danziger, Tel Aviv University, Israel
Gal Sheppes, Tel Aviv University, Israel
Featured
How Numeric Roundness Influences Probability Perceptions
Julio Sevilla, University of Georgia, USA
Rajesh Bagchi, Virginia Tech, USA