The Senses Help You Escape: the Evading Effect of Cross Sensory Products on Upward Social Comparison Under Brand Alliance
This research defines the cross sensory product (CSP), which refers to the product with sensory attributes provided by co-brands in a brand alliance and suggests that engaging in upward social comparisons makes consumers feel self-threatened and further leads to need for sensory stimulation, which in turn makes them prefer CSP.
Yijun zhao (2021) ,"The Senses Help You Escape: the Evading Effect of Cross Sensory Products on Upward Social Comparison Under Brand Alliance", 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: 906-906.
Yijun zhao, Renmin University of China
NA - Advances in Consumer Research Volume 49 | 2021
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