Knowing What You Like Makes Me Like You More: Consumer Attitudes and Social Perceptions
This research demonstrates that people who express valenced consumer attitudes (i.e., liking and/or disliking brands and products) are more likable than people who express neutral consumer attitudes (i.e., neither liking nor disliking brands and products). The effect is driven by the dehumanization of consumers who have neutral attitudes.
Kailuo Liu (2019) ,"Knowing What You Like Makes Me Like You More: Consumer Attitudes and Social Perceptions", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 753-753.
Kailuo Liu, University of Toronto, Canada
NA - Advances in Consumer Research Volume 47 | 2019
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