Past Or Future? the Impact of Time on Licensing Effect Moderated By Decision-Making Mindset
We investigate the relative impact of retrospective versus prospective licensing on consumer food choice and identify decision-making mindset as an important determinant. Three experiments demonstrate that retrospective licensing is more impactful among outcome-focused consumers than rule-focused consumers, whereas the opposite is true for prospective licensing.
Suwon Choi and Jongwon Park (2019) ,"Past Or Future? the Impact of Time on Licensing Effect Moderated By Decision-Making Mindset", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 515-517.
Suwon Choi, Korea University, South Korea
Jongwon Park, Korea University, South Korea
NA - Advances in Consumer Research Volume 47 | 2019
The Impact of Price and Size Comparisons on Consumer Perception and Choice
Jun Yao, Macquarie University, Australia
Harmen Oppewal, Monash University, Australia
Yongfu He, Monash University, Australia
Collaborative Work as Catalyst for Market Formation: The Case of the Ancestral Health Market
Burcak Ertimur, Fairleigh Dickinson University
Steven Chen, California State University, Fullerton
G10. The Effects of self-construal on evaluations of brand logo colors
Eunmi Jeon, Sungkyunkwan University
Myungwoo Nam, Georgia Tech, USA