What Makes an Advertisement Offensive? the Interplay of Prescriptive and Descriptive Norms
This research explores the joint impact of prescriptive and descriptive norms on consumers’ intention to complain about an offensive advertisement. Two experiments provide support to the proposition that descriptive norms influence intention to complain via perceptions of harm when a prescriptive norm has been violated.
Saeid Kermani and Peter Darke (2020) ,"What Makes an Advertisement Offensive? the Interplay of Prescriptive and Descriptive Norms", 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: 1202-1202.
Saeid Kermani, York University, Canada
Peter Darke, York University, Canada
NA - Advances in Consumer Research Volume 48 | 2020
Making the Wait Worthwhile: Mental Accounting and the Effect of Waiting in Line on Consumption
Chris Hydock, Georgetown University, USA
Sezer Ulku, Georgetown University, USA
Shiliang Cui, Georgetown University, USA
How Temporal Separation in Budgeting Affects Spending Behavior
Yuna Choe, Texas A&M University, USA
Christina Kan, Texas A&M University, USA
L6. The Influence of Social Exclusion on Consumers’ Perceptions of and Responses to Consumer-Dense Retail Environments
Veronica Thomas, Towson University
Christina Saenger, Youngstown State University