D9. Consumption Closure As a Driver of Positive Word of Mouth

Consumption closure affects consumers’ cognitive processing and WOM. Manipulating closure through packaging, consumers who experience closure (single-serving package), as opposed to those who do not (equivalent amount from multi-serving package), provide more positive WOM due to increased attitude certainty. Marketers may benefit by encouraging reviews of single-serve packages.



Citation:

Christina Saenger and Veronica Thomas (2018) ,"D9. Consumption Closure As a Driver of Positive Word of Mouth", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 926-926.

Authors

Christina Saenger, Youngstown State University
Veronica Thomas, Towson University



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

P3. Cash Costs You: The Pain of Holding

J Zenkic, University of Melbourne, Australia
Kobe Millet, Vrije Universiteit Amsterdam
Nicole Mead, University of Melbourne, Australia

Read More

Featured

Time-insensitive Budget Tracking: Nudging Consumers to Spread out Spending over Time

Liang Huang, University of Arizona, USA
Anastasiya Pocheptsova Ghosh, University of Arizona, USA

Read More

Featured

Resolving Humorous Incongruity in Advertising Facilitates Impressions of Firm Competence

*Chi Hoang, Norwegian School of Management, Norway
Klemens Knoferle, Norwegian School of Management, Norway
Luk Warlop, Norwegian School of Management, Norway

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.