Belief in the Infallibility of Intuitions Predicts Receptivity to Lifestyle Branding
We hypothesize that receptivity towards lifestyle branding is fostered by thinking that intuitions are infallible. Study 1 demonstrates believing in the power of intuitions attenuates suspicion of lifestyle branding strategies. Study 2 replicates this link and provides evidence that one mediator is believing positive qualities “spread” from products to customers.
Citation:
Randy Stein and Michelle Sarraf (2019) ,"Belief in the Infallibility of Intuitions Predicts Receptivity to Lifestyle Branding", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 854-857.
Authors
Randy Stein, Cal Poly Pomona, USA
Michelle Sarraf, Cal Poly Pomona, USA
Volume
NA - Advances in Consumer Research Volume 47 | 2019
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