Play It Again, Sam! an Empirical Examination of the Volitional Reconsumption’S Motivations and Behavioral Consequences

We build on Russel and Levy’s (2012) framework to develop a measure that captures consumers’ attitude towards and their motivation for volitional reconsumption. The attitude dimension predicts reconsumption frequency and willingness-to-pay, and two different identified motivations predict downstream consequences, such as sensitivity to change or reconsumption after service failures.


Yael Zemack-Rugar and Sarah G Moore (2019) ,"Play It Again, Sam! an Empirical Examination of the Volitional Reconsumption’S Motivations and Behavioral Consequences", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 933-934.


Yael Zemack-Rugar, University of Central Florida, USA
Sarah G Moore, University of Alberta, Canada


NA - Advances in Consumer Research Volume 47 | 2019

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