I Keep Thinkin’ About It: Consumers’ Interpretation of Their Spontaneous Thoughts
Consumers believe that if thoughts regarding an unpurchased item keep popping into mind, the decision needs to be re-considered, maybe even changed. We show that in practice, it is the frequency of the spontaneous thoughts, not the content, that drives the effect. The relationship is mediated by post-thought liking.
Citation:
Elizabeth Cowley (2019) ,"I Keep Thinkin’ About It: Consumers’ Interpretation of Their Spontaneous Thoughts", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 524-525.
Authors
Elizabeth Cowley, University of Sydney, Australia
Volume
NA - Advances in Consumer Research Volume 47 | 2019
Share Proceeding
Featured papers
See MoreFeatured
R13. Brand Humanization: Applying Two Dimensions of Humanness to Brand
Mycah L Harrold, Washington State University, USA
Andrew Perkins, Washington State University, USA
Featured
When the Face of Need Backfires: The Impact of Facial Emotional Expression on the Effectiveness of Cause-Related Advertisements
In-Hye Kang, University of Maryland, USA
Marijke Leliveld, University of Groningen, The Netherlands
Rosellina Ferraro, University of Maryland, USA
Featured
Effects of Affective Language on Perceived Helpfulness of Online Reviews
Nikolay Georgiev, HEC Paris, France
Marc Vanhuele, HEC Paris, France