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December 3, 2013
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Journal of Consumer Research
Ahead of Print Highlights


The Nature of Slacktivism: How the Social Observability of an Initial Act of Token Support Affects Subsequent Prosocial Action

Kirk Kristofferson
Katherine White
John Peloza

Prior research offers competing predictions regarding whether an initial token display of support for a cause (such as wearing a ribbon, signing a petition, or joining a Facebook group) subsequently leads to increased and otherwise more meaningful contributions to the cause. The present research proposes a conceptual framework elucidating two primary motivations that underlie subsequent helping behavior: a desire to present a positive image to others and a desire to be consistent with one's own values. Importantly, the socially observable nature (public vs. private) of initial token support is identified as a key moderator that influences when and why token support does or does not lead to meaningful support for the cause. Consumers exhibit greater helping on a subsequent, more meaningful task after providing an initial private (vs. public) display of token support for a cause. Finally, the authors demonstrate how value alignment and connection to the cause moderate the observed effects.

DOI: 10.1086/674137
Electronically published November 6, 2013

When Narrative Brands End: The Impact of Narrative Closure and Consumption Sociality on Loss Accommodation

Cristel Antonia Russell
Hope Jensen Schau

This research emically documents consumer experience of the end of a favorite television series. Anchored in the domain of evolving narrative brands, of which TV series are an archetypal example, this work draws from narrative theory, brand relationship theory, and basic research on interpersonal loss to document the processes of loss accommodation. The authors triangulate across data sources and methods (extended participant observation, long interview, and online forum analysis) to unfold the processes of loss accommodation triggered by brand discontinuation. Accommodation processes and postwithdrawal relationship trajectories depend upon the nature and closural force of the narrative inherent to the brand but also the sociality that surrounds its consumption. Consumption sociality allows access to transitive and connective resources that facilitate the processes of accommodation during critical junctures in consumer-brand relationships.

DOI: 10.1086/673959
Electronically published October 25, 2013

Strengthening the Influence of Advertised Reference Prices through Information Priming

Christina Kan
Donald R. Lichtenstein
Susan Jung Grant
Chris Janiszewski

The use of advertised reference price promotions, such as "regularly $119.99, sale price $39.99," is ubiquitous in the marketplace. Thirty years of research supports the conclusion that advertised reference prices ($119.99) exert an influence on consumer responses to offer prices ($39.99) via their assimilative influence on consumers' internal reference prices. The present research provides an enriched account of this assimilation process. Specifically, increasing the overlap in information made accessible by the advertised reference price and information made accessible by the offer price increases the influence of the information primed by the advertised reference price on the construction of the internal reference price. Consequently, the offer price is considered more attractive. The identification of this process provides insight into additional variables that moderate the influence of advertised reference prices on downstream deal evaluations. Implications for theory, practice, and public policy are discussed.

DOI: 10.1086/674059
Electronically published November 8, 2013

The Distinct Affective Consequences of Psychological Distance and Construal Level

Lawrence E. Williams
Randy Stein
Laura Galguera

Much of the existing literature on psychological distance has focused on cognitive outcomes, such as changes in construal level, largely framing affective processes out of the discussion. The current research examines the distinct influences of psychological distance and construal level on affect-based evaluation. Psychological distance (vs. closeness) reduces the intensity of felt affect, while abstract (vs. concrete) thinking increases the positivity of one's thoughts. Psychological distance improves evaluations of negative experiences by reducing the intensity of negative affect but hurts evaluations of positive experiences by reducing the intensity of positive affect. By contrast, abstract thinking increases positivity, improving evaluations for both positive and negative experiences alike. These findings have implications for marketing communication strategy and existing theories of psychological distance.

DOI: 10.1086/674212
Electronically published November 14, 2013



 


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