I12. the Effect of Susceptibility-Induced Threat in the Preventative Communication
This research investigates gender differences in responding to the preventative communication by varying the level of susceptibility-induced threat. Specifically, it is predicted that higher level of susceptibility is more likely to have a negative effect on persuasion for females (vs. males) due to their maladaptive responses to the threatening message.
Moon-Yong Kim (2018) ,"I12. the Effect of Susceptibility-Induced Threat in the Preventative Communication", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 913-913.
Moon-Yong Kim, Hankuk University of Foreign Studies
NA - Advances in Consumer Research Volume 46 | 2018
The Ex-Money Effect: When and Why People Feel Connected to Outcomes that Involve Money They Previously Had
Charis Li, University of Florida, USA
Yanping Tu, University of Florida, USA
Repeat Performances Decrease Consumer Perceptions of Authenticity
Rachel Gershon, Washington University, USA
Rosanna Smith, University of Georgia, USA
The Dark Side of Luxury: The Social Costs of Conspicuous Consumption
Christopher Cannon, Northwestern University, USA
Derek Rucker, Northwestern University, USA