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.
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.
Christina Saenger, Youngstown State University
Veronica Thomas, Towson University
NA - Advances in Consumer Research Volume 46 | 2018
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