J6. Cozying Up to the Kardashians: a Theory For Consumers' Affinity Towards Celebrity Gossip
The present research examines celebrity gossip consumption using the lens of compensatory consumption. Two experiments show that people exhibit an increased propensity to consume celebrity gossip after experiencing a psychological threat and such consumption has a restorative effect on their self-worth. These effects are moderated by the consumers’ trait self-esteem.
Jayant Nasa, Tanuka Ghoshal, and Raj Raghunathan (2018) ,"J6. Cozying Up to the Kardashians: a Theory For Consumers' Affinity Towards Celebrity Gossip", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 921-921.
Jayant Nasa, Indian School of Business
Tanuka Ghoshal, Baruch College, USA
Raj Raghunathan, University of Texas at Austin, USA
NA - Advances in Consumer Research Volume 46 | 2018
M12. From the Occult to Mainstream – Tracing Commodification of the Spiritual in the Context of Alternative Spiritualities
Richard Kedzior, Bucknell University
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
The “Upper Limit Framing” Effect: Upper Limit Framing of a Cost Estimate Influences Consumption Choices
Sudipta Mukherjee, Virginia Tech, USA
Frank May, Virginia Tech, USA