Fresh Start Cues Increase Consumer Preferences For Formal Stimuli

We demonstrate that reminding consumers about fresh start activates their meaning-seeking motives, which in turn increase consumers’ preferences for formal (vs. casual) stimuli. The effects seem robust across multiple types of fresh start cues and an array of consumer choice scenarios.


Zhenyu Jin, Xiaojing Yang, and Yanfen You (2021) ,"Fresh Start Cues Increase Consumer Preferences For Formal Stimuli", 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: 348-349.


Zhenyu Jin, University of South Carolina
Xiaojing Yang, University of South Carolina
Yanfen You, University of Massachusetts Amherst


NA - Advances in Consumer Research Volume 49 | 2021

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