When ‘Bad’ Is Good: the Magnetic Attraction of Villains
Prior research has concluded that feeling similar to an undesirable other is aversive. Using the consumer context of preference for characters within stories, three experiments and an analysis of company data expose when similarity to a “bad” person can instead be attractive.
Rebecca Krause and Derek Rucker (2019) ,"When ‘Bad’ Is Good: the Magnetic Attraction of Villains", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 709-710.
Rebecca Krause, Northwestern University, USA
Derek Rucker, Northwestern University, USA
NA - Advances in Consumer Research Volume 47 | 2019
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