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.
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.
Noah VanBergen, University of Cincinnati, USA
NA - Advances in Consumer Research Volume 46 | 2018
Marketing’s Ethical Blind Spot: The Problem with Catering to Customer Preferences
Suneal Bedi, University of Pennsylvania, USA
Sonu Bedi, Dartmouth College, USA
D8. Why Employees Communicate Positive eWOM on Social Networking Sites: Motivations and Moderators
Jing Zhang, 华中科技大学管理学院
Ya Zhang, 华中科技大学管理学院
L4. Attentional Breadth Moderates the Effect of Store Environments on Product Evaluation
Oliver B. Büttner, University of Duisburg-Essen
Benjamin G. Serfas, University of Duisburg-Essen
Daria Euler, University of Duisburg-Essen
Mathias Clemens Streicher, University of Innsbruck, Austria