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 More

Featured

Understanding Trust Formation in Peer-to-peer Social Commerce

Lena Cavusoglu, Portland State University
Deniz Atik, University of Texas Rio Grande Valley, USA

Read More

Featured

L7. The Joy of Shopping: Reconciling Mixed Effects of Positive Emotions on Shopping Behavior

Kelley Gullo, Duke University, USA
Duncan Simester, Massachusetts Institute of Technology, USA
Gavan Fitzsimons, Duke University, USA

Read More

Featured

Paying to Be Social? How Materialism Shapes Spending on Friends

William Ding, Washington State University, USA
David Sprott, Washington State University, USA
Andrew Perkins, Washington State University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.