8D Emotions, Not Knowledge, Are Power: the Curios Case of Evidence Insensitive Product Rejection

When consumers reject any products, marketers typically seek to allay the concerns consumers hold in support of this rejection. Deviant products, however, are intuitively rejected. Lacking substantive concerns supporting this rejection, consumers rationalize it post hoc, leading marketers’ efforts astray. Being non-causal, allaying these rationalizations does not affect rejection.



Citation:

Jan Andre Koch, Koert van Ittersum, and Jan Willem Bolderdijk (2019) ,"8D Emotions, Not Knowledge, Are Power: the Curios Case of Evidence Insensitive Product Rejection", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 979-979.

Authors

Jan Andre Koch, University of Groningen, The Netherlands
Koert van Ittersum, University of Groningen, The Netherlands
Jan Willem Bolderdijk, University of Groningen, The Netherlands



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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