L14. Christmas Decorations in September – What Happened to Halloween? the Effect of Prospective Event Markers on Time Perceptions and Attitudes Towards Promotions
We propose that reminders of future events, such as holiday promotions, trigger prospective event markers which affect time perceptions and attitudes towards the promotion. In three studies we show that event-related markers decrease time perceptions, rendering early holiday promotions more acceptable, while unrelated event markers have opposing effects.
Chaumanix Dutton and Kristin Diehl (2018) ,"L14. Christmas Decorations in September – What Happened to Halloween? the Effect of Prospective Event Markers on Time Perceptions and Attitudes Towards Promotions", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 905-905.
Chaumanix Dutton, University of Southern California, USA
Kristin Diehl, University of Southern California, USA
NA - Advances in Consumer Research Volume 46 | 2018
Brand Fan(atic)s: When Excessive Brand Loyalty Sends the Wrong Signal
Isabelle Engeler, IESE Business School
Kate Barasz, IESE Business School
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Daniel Wall, Carnegie Mellon University, USA
Gretchen Chapman, Carnegie Mellon University, USA
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Ankita Kumar, University of Wisconsin - Madison, USA