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.
Citation:
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.
Authors
Yves Dupuis, Concordia University, Canada
Volume
NA - Advances in Consumer Research Volume 47 | 2019
Share Proceeding
Featured papers
See MoreFeatured
J4. A Large Pack of Toilet Paper is Bad for Me: Self-control and Consumers’ Responses to Product Quantity
(Joyce) Jingshi Liu, Hong Kong University of Science and Technology
Keith Wilcox, Columbia University, USA
Amy Dalton, Hong Kong University of Science and Technology
Featured
With or Without You: When Second Person Pronouns Engage Listeners
Grant M Packard, Wilfrid Laurier University, Canada
Jonah Berger, University of Pennsylvania, USA
Featured
Consumers’ Trust in Algorithms
Noah Castelo, Columbia University, USA
Maarten Bos, Disney Research
Donald Lehmann, Columbia University, USA