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.


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.


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


NA - Advances in Consumer Research Volume 48 | 2020

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