4I Perceptions of Required Care and Caregiving Goals Moderate Sustained Attention to Cuteness
This research challenges the conventional wisdom that the incorporation of cute beings in product messaging increases general appeal and enhances consumers’ product engagement. We show how framing messages (babies are robust or fragile) interact with parenting motivations to change consumers’ engagement with babies, and subsequent engagement with baby-related products.
Oriana Rachel Aragón (2019) ,"4I Perceptions of Required Care and Caregiving Goals Moderate Sustained Attention to Cuteness", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 957-957.
Oriana Rachel Aragón, Clemson University, USA
NA - Advances in Consumer Research Volume 47 | 2019
G9. The Voice From Afar: How Reverberation Affects Consumer Cognition
Johann Melzner, New York University, USA
Jochim Hansen, University of Salzburg
“It’s Not You, It’s Me”: How Corporate Social Responsibility Decreases Customer Citizenship Behavior
Sofia Batista Ferraz, EAESP-FGV
Andres Rodriguez Veloso, University of São Paulo, Brazil
Diogo Hildebrand, Baruch College, USA
G8. How Does Pronunciation Difficulty of Brand Names Influence Consumer Responses? The Role of Self-Construal
Gunben Ceren Aksu, Rutgers University, USA
Yeni Zhou, Rutgers University, USA
Alokparna (Sonia) Monga, Rutgers University, USA