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.



Citation:

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.

Authors

Ozum Zor, Rutgers University, USA
Kihyun Hannah Kim, Rutgers University, USA
Ashwani Monga, Rutgers University, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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