What Else Are Out There? the Positive Influence of Dissimilar Collectibles on Consumers’ Collection Intention
Five studies demonstrate that greater variance (i.e., dissimilarity) among the first few collectibles predicts higher collecting intention through enhanced curiosity. Moreover, this effect is only evident when the collection theme is clear, but not when the collection theme is ambiguous.
Citation:
Leilei Gao, Yixia Sun, and Yuwei Jiang (2019) ,"What Else Are Out There? the Positive Influence of Dissimilar Collectibles on Consumers’ Collection Intention", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 565-566.
Authors
Leilei Gao, Chinese University of Hong Kong, China
Yixia Sun, Zhejiang University, China
Yuwei Jiang, Hong Kong Polytechic University, China
Volume
NA - Advances in Consumer Research Volume 47 | 2019
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