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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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