Walk a Mile in Someone Else’S Relationships: How Loneliness Affects Narrative Processing of Social Ads
In five studies, we show that lonely (vs. non-lonely) people are less transported into and have less favorable attitudes toward narrative ads featuring social relationships. However, they experience similar transportation and have equally favorable attitudes toward ads not featuring social relationships or ads asking them to imagine relationships involving themselves.
Alice Wang and Jennifer Escalas (2019) ,"Walk a Mile in Someone Else’S Relationships: How Loneliness Affects Narrative Processing of Social Ads", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 111-116.
Alice Wang, University of Iowa, USA
Jennifer Escalas, Vanderbilt University, USA
NA - Advances in Consumer Research Volume 47 | 2019
E11. Influence of ethical beliefs and trust on purchase decisions: The moderating effect of involvement
Marija Banovic, Aarhus University
Athanasios Krystallis, Athens University of Economics and Business, Greece
N14. The Bright Side of Sadness: How Mood Affects Goal Initiation
Yunqing Chen, Chinese University of Hong Kong, China
Leilei Gao, Chinese University of Hong Kong, China
P13. Self-Selected versus Fixed Price Bundling: The Effect of Bundle Type on Perceived Quality
Burcak Bas, Bocconi University, Italy
GULEN SARIAL ABI, Bocconi University, Italy