Going My Way? the Effect of Perceived Lighting on Perceptions of Provision and Elimination
This research demonstrates the interaction effect between lighting directionality in advertising and packaging and perceived effectiveness of provision and elimination properties associated to products. We find that products that are intended to provide benefits (eliminate issues) are preferred when light appears to be coming from above (below) in marketing appeals.
Kevin L. Sample and Julio Sevilla (2019) ,"Going My Way? the Effect of Perceived Lighting on Perceptions of Provision and Elimination", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 57-61.
Kevin L. Sample, University of Georgia, USA
Julio Sevilla, University of Georgia, USA
NA - Advances in Consumer Research Volume 47 | 2019
How Framing Donor Match as Collaboration Impacts Donation: The Importance of In-Context Field Experiments In Fundraising
Indranil Goswami, SUNY Buffalo
Oleg Urminsky, University of Chicago, USA
H11. Not for Me: Identity Needs and Consumer Interest in Different Types of Co-creation
Lagnajita Chatterjee, University of Illinois at Chicago, USA
David Gal, University of Illinois at Chicago, USA
Charity Donors’ Response to Cause-Related Marketing: The Role of Attachment Styles
Sondes Zouaghi, Thema-Cergy University
Aïda Mimouni Chaabane, Thema-Cergy University