11O Approach Aversion in Marketing Contexts
Approaching stimuli are evaluated more negatively than static or receding ones. Could such a simple and preconscious effect impact perceptions of marketing messages? This work presents evidence that it does, that the effect extends to purchase intent and that commercial advertisements suffer from this effect more than charitable appeals do.
Yves Dupuis (2019) ,"11O Approach Aversion in Marketing Contexts", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 966-966.
Yves Dupuis, Concordia University, Canada
NA - Advances in Consumer Research Volume 47 | 2019
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