Engagement With Virtue and Vice Information Through the Day
In six studies—four experiments and two studies using large-scale Twitter datasets we demonstrate that as the day shifts from morning to evening, the engagement of consumers shifts away from virtue content and toward vice content. These asymmetric results for online information engagement provide insights for both theory and practice.
Ozum Zor, Kihyun Hannah Kim, and Ashwani Monga (2020) ,"Engagement With Virtue and Vice Information Through the Day", 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: 822-824.
Ozum Zor, Rutgers University, USA
Kihyun Hannah Kim, Rutgers University, USA
Ashwani Monga, Rutgers University, USA
NA - Advances in Consumer Research Volume 48 | 2020
B2. The Prevention Oriented Chameleon: Mimicry in a Prevention Orientation Leads to More Brand Trust
Judith Willberger, Technical University of Munich
Gavan Fitzsimons, Duke University, USA
K13. When Does Humor Increase Sharing?
John Yi, University of Arizona, USA
Caleb Warren, University of Arizona, USA
Digital Storytelling and Post-Trust Online Sperm Marketing
Jennifer Takhar, Institut Supérieur de Gestion, Paris, France.
Laetitia Mimoun, HEC Paris, France