Love Or Luck? the Effect of Self-Referencing Narratives on Used Product Consumption Behaviors

This research investigates the impact of selling narratives created by sellers on buyers’ purchase behaviors, in the context of second-hand market. Across three experiments, we find that self-focused (love-oriented) narratives drive low purchase intention, but high willingness-to-pay, whereas product-focused (luck-oriented) narrative generates both high purchase intention and willingness-to-pay.


Yan Wang and Jing Jiang (2020) ,"Love Or Luck? the Effect of Self-Referencing Narratives on Used Product Consumption Behaviors", 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: 1204-1204.


Yan Wang, Renmin University of China
Jing Jiang, Renmin University of China


NA - Advances in Consumer Research Volume 48 | 2020

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