How the Different Wordings of Message in Pop-Up Window Affect Consumers’ Behavior?

This research classifies the message wording approaches in pop-up windows into “guilt appeal”, “delaying appeal” and the “no appeal” and examine how the different wording affect consumers’ behavior. Compared with not using any appeal, “guilt appeal” and “delaying appeal” in pop-up windows can promote consumers’ retention rate and customer satisfaction.



Citation:

Yafeng Fan and Jing Jiang (2020) ,"How the Different Wordings of Message in Pop-Up Window Affect Consumers’ Behavior?", 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: 1188-1188.

Authors

Yafeng Fan, Tsinghua University, China
Jing Jiang, Renmin University of China



Volume

NA - Advances in Consumer Research Volume 48 | 2020



Share Proceeding

Featured papers

See More

Featured

P7. Consumer Evaluations of Sale Prices: The Role of the Spatial Representation of Time

Yaeeun Kim, Temple University, USA
Joydeep Srivastava, Temple University, USA

Read More

Featured

All We Need is Love: Examining Differences in Time and Money Donations between Dyads and Individuals

Hristina Nikolova, Boston College, USA

Read More

Featured

C7. The Visually Simple = Healthy Intuition and Its Effects on Food Choices

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

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.