How Modality Shapes Consumer Behavior

Whether searching for information, sharing word of mouth, or making choices, consumer behavior occurs through different modalities.  But while modalities, and devices, have only become more ubiquitous, their nature, and impact, is less clear. This session integrates various perspectives to shed light on modalities shape consumer behavior.


Jonah Berger, Shiri Melumad, Matthew Rocklage, Grant Packard, Aner Sela, Camilla Song, Gizem Ceylan, Kristin Diehl, and Demi Oba (2021) ,"How Modality Shapes Consumer Behavior", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 555-560.


Jonah Berger, penn
Shiri Melumad, University of Pennsylvania
Matthew Rocklage, University of Massachusetts - Boston
Grant Packard, Schulich School of Business, York University
Aner Sela, University of Florida
Camilla Song, University of Florida
Gizem Ceylan, University of Southern California
Kristin Diehl, University of Southern California
Demi Oba, Duke University


NA - Advances in Consumer Research Volume 49 | 2021

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