D1. When Intention to Share on Social Media Increases Variety-Seeking: the Role of Self-Enhancement
This research investigates how calls to sharing online affect decisions. It shows that consumers would seek variety to self-enhance when they intent to share with others. This effect is stronger when the consumption is non-conspicuous and when consumers are non-experts. Six studies using lab and field data support these effects.
Jingjing Ma, David Dubois, and Fei Jin (2018) ,"D1. When Intention to Share on Social Media Increases Variety-Seeking: the Role of Self-Enhancement", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 919-919.
Jingjing Ma, Peking University
David Dubois, INSEAD, France
Fei Jin, Peking University
NA - Advances in Consumer Research Volume 46 | 2018
How Mortality Salience Shapes Consumers’ Responses to Brands
Polina Landgraf, IE Business School, IE University
Antonios Stamatogiannakis, IE Business School, IE University
Haiyang Yang, Johns Hopkins University
I8. How Food Images on Social Media Influence Online Reactions
Annika Abell, University of South Florida, USA
Dipayan Biswas, University of South Florida, USA
Cohesion or Coercion? Why Coordinated Behavior Backfires in Marketing Contexts
Noah VanBergen, University of Cincinnati, USA