Giving Novel Brands the Benefit of the Doubt: How Asymmetrical Instrumentality Perceptions Influence Choice
When products are aligned with consumers’ goals, consumers view novel brands as equally instrumental to generic options. However, when the product is misaligned with consumers’ goals, consumers perceive the novel brand to be less impedimental and are more likely to choose the novel brand—thus, demonstrating an asymmetrical-instrumentality effect.
Danielle J Brick and Jessica Gamlin (2020) ,"Giving Novel Brands the Benefit of the Doubt: How Asymmetrical Instrumentality Perceptions Influence Choice", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 230-231.
Danielle J Brick, University of New Hampshire
Jessica Gamlin, University of Oregon, USA
NA - Advances in Consumer Research Volume 48 | 2020
A4. Persuasive Messaging in the Modern Media Landscape: Character Assassinations in Social Network’s Echo Chambers
Niek Althuizen, ESSEC Business School
Sourjo Mukherjee, ESSEC Business School
Negin Latifi Kasani, ESSEC Business School
Personal Budgeting: Does It Work?
Christina Kan, Texas A&M University, USA
Philip M. Fernbach, University of Colorado, USA
John Lynch, University of Colorado, USA
Data... the 'Hard' & 'Soft' of it: Impact of Embodied Metaphors on Attitude Strength
Sunaina Shrivastava, University of Iowa, USA
Gaurav Jain, Rensselaer Polytechnic Institute
JaeHwan Kwon, Baylor University
Dhananjay Nayakankuppam, University of Iowa, USA