Ending Temporal Landmark Decreases Preferences For Brand Conspicuousness
This research found that priming people with the perception of ending of a time period decreases their preference for conspicuously branded products, since people are more willing to keep a low profile to get through a time period smoothly at the end of this time period.
Beixi Wen and En-Chung Chang (2019) ," Ending Temporal Landmark Decreases Preferences For Brand Conspicuousness", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 997-997.
Beixi Wen, Renmin University of China
En-Chung Chang, Renmin University of China
NA - Advances in Consumer Research Volume 47 | 2019
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