This Paper Is Not For Everyone: Message Framing and Perceived Preferences

Our research demonstrates that consumers respond more favorably to marketing communications framed to exclude, rather than include, other consumers. The effect is driven by a perceived change in the distribution of others’ preferences and an increase in perceived idiosyncratic fit, leading to higher purchase intent.


Karen Wallach, Ryan Hamilton, and Morgan K Ward (2019) ,"This Paper Is Not For Everyone: Message Framing and Perceived Preferences", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 896-897.


Karen Wallach, Emory University, USA
Ryan Hamilton, Emory University, USA
Morgan K Ward, Emory University, USA


NA - Advances in Consumer Research Volume 47 | 2019

Share Proceeding

Featured papers

See More


Thou Shalt Not Look! When Processing the Odds Visually Biases Gambling Behavior

Rod Duclos, Western University, Canada
Mansur Khamitov, Nanyang Technological University, Singapore

Read More


The Self-Bolstering Effects of Repeated Affirmations over Time

Alejandra Rodriguez, Oklahoma State University, USA
Ted Matherly, Oklahoma State University, USA

Read More


M12. From the Occult to Mainstream – Tracing Commodification of the Spiritual in the Context of Alternative Spiritualities

Richard Kedzior, Bucknell University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.