The Effect of Unpacking on Consumers’ Sensory Experience: a Goal-Gradient Account
In five experiments involving real consumptions, we demonstrate that unpacking a sensory experience into distinctive consumption units increases enjoyment when consumers focus on the units yet to be enjoyed (to-go focus), which increases consumption motivation and goal gradient. However, the effect reverses when people focus on what has been consumed.
Claire I. Tsai and Min Zhao (2020) ,"The Effect of Unpacking on Consumers’ Sensory Experience: a Goal-Gradient Account", 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: 907-912.
Claire I. Tsai, University of Toronto, Canada
Min Zhao, Boston College, USA
NA - Advances in Consumer Research Volume 48 | 2020
Understanding Trust Formation in Peer-to-peer Social Commerce
Lena Cavusoglu, Portland State University
Deniz Atik, University of Texas Rio Grande Valley, USA
J3. You Think I’m Yours but, Trust Me, I’m Not: How Consumers Value Dogs and Cats
Colleen Patricia Kirk, New York Institute of Technology
Samantha Renee Kirk, Boston College, USA
With or Without You: When Second Person Pronouns Engage Listeners
Grant M Packard, Wilfrid Laurier University, Canada
Jonah Berger, University of Pennsylvania, USA