Support Or Oppose? the Effects of Political Attitude Framing on Sharing Behavior
We find that consumers are more likely to express attitudes framed in terms of positions they support rather than positions they oppose, an effect driven by value expression and impression management goals. We also show how brands can leverage this effect to encourage sharing on social media.
Citation:
Rhia Catapano and Zakary Tormala (2020) ,"Support Or Oppose? the Effects of Political Attitude Framing on Sharing Behavior", 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: 1086-1090.
Authors
Rhia Catapano, University of Toronto, Canada
Zakary Tormala, Stanford University, USA
Volume
NA - Advances in Consumer Research Volume 48 | 2020
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