M10. I Need a Hero: How Loneliness Interacts With the Symbolic Meaning of Products to Affect Consumer Attitude
While extensive literature exists on symbolic meaning of products and on loneliness, how the interaction of these two concepts can affect attitude development towards a product has not been assessed. The current paper demonstrated that lonely people have a more positive attitude towards products that bear a superhero symbolic meaning.
Sirajul Arefin Shibly and Jinfeng Jiao (2018) ,"M10. I Need a Hero: How Loneliness Interacts With the Symbolic Meaning of Products to Affect Consumer Attitude", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 928-928.
Sirajul Arefin Shibly, SUNY Binghamton, USA
Jinfeng Jiao, SUNY Binghamton, USA
NA - Advances in Consumer Research Volume 46 | 2018
More than just a number: The negative effect of 100% claims
Nira Munichor, Bar-Ilan University
Liat Levontin, Technion University, Israel
C10. Beyond Self-control: A Field Exploration of the Interactive Effect between Cue-induced and Prospective Decision Making on Long-term Weight Loss
Wanyu Li, McGill University, Canada
Laurette Dube, McGill University, Canada
Yu Ma, McGill University, Canada
R1. How Consumers Deal With Brand Failure-An Individual Differences Approach
Melika Kordrostami, California State University-San Bernardino
Elika Kordrostami, Rowan University