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
K8. Framing Matters. How Comparisons to Ideal and Anti-Ideal Reference Points Affect Brand Evaluations.
Magdalena Zyta Jablonska, SWPS University of Social Sciences and Humanities
Andrzej Falkowski, SWPS University of Social Sciences and Humanities
Morality Matters in the Marketplace: The Influence of Morally Based Attitudes on Consumer Purchase Intentions
Andrew Luttrell, Ball State University
Jacob Teeny, Ohio State University, USA
Richard Petty, Ohio State University, USA
Round It Up: Preference Exists for Rounded Totals (PERT)
Varun Sharma, Bocconi University, Italy
aradhna krishna, University of Michigan, USA
Zachary Estes, Bocconi University, Italy