Consuming Beauty in Place of Power: Gender and Culture Moderation
How would consumers’ psychological sense of power – which can be influenced by numerous factors such as seller-buyer interaction – affect their apparels and beauty consumption? We theorize and demonstrate that men (women) consume more when feeling powerful (powerless). This tendency is stronger for individuals with certain cultural orientations.
Sahoon Kim and Carlos Torelli (2020) ,"Consuming Beauty in Place of Power: Gender and Culture Moderation", 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.
Sahoon Kim, University of Illinois at Urbana-Champaign, USA
Carlos Torelli, University of Illinois at Urbana-Champaign, USA
NA - Advances in Consumer Research Volume 48 | 2020
When CSR Becomes a Liability for Firms in Crises: Effects on Perceived Hypocrisy and Consumer Forgiveness
Argiro Kliamenakis, Concordia University, Canada
H. Onur Bodur, Concordia University, Canada
Product Retention (vs. Acquisition) Choices and Preference for Person-Related Features
Liad Weiss, University of Wisconsin - Madison, USA
What Converts Webpage Visits into Crowdfunding Contributions: Assessing the Role of Circumstantial Information
Lucia Salmonson Guimarães Barros, Universidade Federal de Sao Paulo
César Zucco Jr, Brazilian School of Public and Business Administration, Brazil
Eduardo B. Andrade, FGV / EBAPE
Marcelo Salhab Brogliato, Brazilian School of Public and Business Administration, Brazil