N9. Effects of Awe on Consumers’ Preferences For Bounded Brand Logos
Two studies probe and demonstrate that experiencing awe, a positive emotion characterized by perceived vastness and need for accommodation, compared with neutral emotion, enhances consumers’ preferences for bounded brand logos and this effect is probably driven by loss of control. The effect is stronger for chronic promotion-focused (versus prevention-focused) consumers.
Fei Cao and Xia Wang (2018) ,"N9. Effects of Awe on Consumers’ Preferences For Bounded Brand Logos", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 901-901.
Fei Cao, Renmin University of China
Xia Wang, Renmin University of China
NA - Advances in Consumer Research Volume 46 | 2018
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
To Touch or Not to Touch?: How Touch Influences Decision Confidence
Sang Kyu Park, University of Florida, USA
Yang Yang, University of Florida, USA
Worse is Bad: Asymmetric Inferences on Items and Assortments From Logically Equivalent Comparisons
Yoel Inbar, University of Toronto, Canada
Ellen Evers, University of California Berkeley, USA