Finding “The One”: Effects of Brand Dominance and Type Dominance on Condom Switching Behavior
This research contributes to condom-use promotion from a new perspective—whether an individual has found the right condom. Across three studies, we investigated consumers’ switching processes among brands (e.g., Trojan, Durex) and types (e.g., regular, dotted) based on risk perception, providing insights on how to find the right condom.
Citation:
Yixia Sun, Tingting Wang, and Anirban Mukhopadhyay (2021) ,"Finding “The One”: Effects of Brand Dominance and Type Dominance on Condom Switching 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: 390-391.
Authors
Yixia Sun, Zhejiang University
Tingting Wang, Sun Yat-sen University
Anirban Mukhopadhyay, Hong Kong University of Science and Technology
Volume
NA - Advances in Consumer Research Volume 49 | 2021
Share Proceeding
Featured papers
See MoreFeatured
C1. Promoting Subjective Preferences in Simple Choices During Sleep
Sizhi Ai, First Affiliated Hospital of Xinxiang Medical University
Yunlu Yin, University of Hong Kong
Yu Chen, Peking University
Lin Lu, Peking University
Lusha Zhu, Peking University
Jie Shi, Peking University
Featured
N8. Effect of Awe on Collectable Consumer Experience
Eujin Park, Washington State University, USA
Andrew Perkins, Washington State University, USA
Betsy Howlett, Washington State University, USA
Featured
Brought To You Live”: On The Consumption Experience of Live Social Media Streams
Nofar Duani, New York University, USA
Alixandra Barasch, New York University, USA
Adrian Ward, University of Texas at Austin, USA