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Association for Consumer Research ASSOCIATION FOR CONSUMER RESEARCH Association for Consumer Research, University of Minnesota Duluth, 115 Chester Park, 31 West College Street Duluth, MN 55812 1A When Politicized Advertising Campaigns Backfire Aviva Philipp-Muller, Ohio State University, USA Joseph Siev, Ohio State University, USA Richard Petty, Ohio State University, USA We sought to test whether staunch, one-sided messages on controversial issues would garner oppositional word of mouth among ambivalent consumers. We found that one-sided tweets (vs. balanced tweets) led ambivalent consumers to share oppositional articles (Studies 1a and 1b) and engage in oppositional word of mouth (Study 2). [to cite]: Aviva Philipp-Muller, Joseph Siev, and Richard Petty (2019) ,"1A When Politicized Advertising Campaigns Backfire", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 987-981. [url]: http://www.acrwebsite.org/volumes/2551437/volumes/v47/NA-47 [copyright notice]: This work is copyrighted by The Association for Consumer Research. For permission to copy or use this work in whole or in part, please contact the Copyright Clearance Center at http://www.copyright.com/. Advances in Consumer Research (Volume 47) / 987 16F I Want to Disbelieve: Political Ideology and Misinformation in the Marketplace Fabricia Volotão Peixoto, EAESP-FGV, Brazil Delane Botelho, EAESP-FGV, Brazil Political ideology may influence the way one judges a misinformation as true or false. In a observational study we found evidence that liberals (as compared to conservatives) are more likely to believe in a false claim related to the marketplace. 9B I’m Touched by Your (Disgusting) Words: How Haptic Vocabulary Helps Overcome the Negative Effect of Disgust on Prosocial Behavior Olivia Petit, Kedge Business School, France Johannes Kraak, Toulouse Business School, France Renaud Lunardo, Kedge Business School, France Through two studies we show that disgust reduces the willingness to donate for charities focussing on topics such as homeless people and food waste. However the negative impact of disgust can be reduced by using haptic vocabulary limiting the negative effect of disgust on trust. 1A When Politicized Advertising Campaigns Backfire Aviva Philipp-Muller, Ohio State University, USA Joseph Siev, Ohio State University, USA Richard Petty, Ohio State University, USA We sought to test whether staunch one-sided messages on controversial issues would garner oppositional word of mouth among ambiv- alent consumers. We found that one-sided tweets (vs. balanced tweets) led ambivalent consumers to share oppositional articles (Studies 1a and 1b) and engage in oppositional word of mouth (Study 2). 11C The Curse of Similarity: How Similarity Can Help or Hurt Persuasiveness Suntong Qi, Chinese University of Hong Kong, China Xianchi Dai, Chinese University of Hong Kong, China Canice Man Ching Kwan, Open University of Hong Kong, China We study how the similarity between consumers and salespersons affects persuasiveness. Four studies and secondary data demonstrate that consumers more likely take a recommendation from a similar (vs. dissimilar) salesperson when purchasing an unfamiliar product but the reverse is true when purchasing a familiar product. 11N Partner or Servant? How to Build Relationship With Feature-Rich Product and Feature-Poor Product Zhou Qi, Huazhong University of Science and Technology, China Yuanqiong He, Huazhong University of Science and Technology, China This research explores effects of anthropomorphism strategy for products’ feature designing. The results indicated that feature-rich products with partner role will improve consumers’ attitude towards the product while feature-poor products with servant role will improve consumers’ attitude towards the product. Product involvement will moderate effect. This study enriches consumer-brand relationship. 12H Who is Watching Me? Consequences of Reciprocal Reviewing to the Firm Laura Rifkin, Brooklyn College, USA Canan Corus, Pace University, USA Colleen P. Kirk, New York Institute of Technology, USA This investigation focuses on the unintended consequences when a consumer is the one being reviewed within the context of the P2P sharing economy. Drawing on social exchange theory we propose negative reviews will elicit reactions towards the seller which spill over to the booking platform and manifest as negative WOM. 988 / Working Papers 7I When Loneliness Increases Self-Gifting: The Moderation of Attachment Style Cindy B Rippé, Grenoble Ecole de Management, France and University of North Georgia, USA Carolina O. C. Werle, Grenoble Ecole de Management, France Amanda Pruski Yamim, Grenoble Ecole de Management, France Given the rise of loneliness we investigate the impact of loneliness on self-gifting. Drawing upon theoretical connections of loneliness and interpersonal attachment style we demonstrate that lonely consumers are more likely to self-gift for reward and therapy. Secure vs. inse- cure attached individuals are more influenced by loneliness in their self-gifting. 16B The Effect of Effort, Goal Attainability and Feedback on Engagement in Goal Pursuit Graziela Perretto Rodrigues, Federal University of Paraná, Brazil Dilney Gonçalves, IE Business School, IE University, Spain Paulo Henrique Muller Prado, Federal University of Paraná, Brazil Goal literature suggests that positive feedback is more effective than negative feedback in initial stages of goal pursuit. However we show that negative feedback can also generate engagement at this stage. The amount of effort previously invested and goal certainty are two conditions that promote this effect. 14B Part Human, Part Machine: The Perceptions of Co-Created Products Wendy De La Rosa, Stanford University, USA Jennifer Aaker, Stanford University, USA Consumers are increasingly faced with products that are co-created by both humans and machines yet little is known about how con- sumers perceive these co-created products. We analyze consumers’ perceptions and willingness to pay for machine-made human-made and co-created products and show the benefits of highlighting co-creation. 4F When Displaying Art Can Signal Higher Social Class: The Role of Processing Fluency in Signaling Social Class Through Art Soo Yon Ryu, Seoul National University, South Korea Sang-Hoon Kim, Seoul National University, South Korea Kyoungmi Lee, Seoul National University, South Korea We focus on processing fluency as a determinant in signaling social class through art. When observers experience subjective difficulty in processing art they tend to infer displayers as member of high social class. This effect is mitigated when observer has high art expertise as misattribution of source of fluency dissipates. 12A Does Social Media Deform the Formation of Interpersonal Trust? Rabea Schrage, Heinrich-Heine-University, Germany Sebastian Danckwerts, Heinrich-Heine-University, Germany Svenja Rademacher, Heinrich-Heine-University, Germany Peter Kenning, Heinrich-Heine-University, Germany This empirical study examines the role of trust in the context of Social Media Influencer (SMI). Using structural equation modelling the preliminary results indicate that SMI’s ability is a significant antecedent of the consumers’ trust in SMI which in turn positively affects consumers’ purchase intention. Advances in Consumer Research (Volume 47) / 989 8C Identity Related Embarrassment: When and Why People Compensate For Others’ Misbehavior Julia E von Schuckmann, ESADE Business School, Spain Lucia Salmonson Guimarães Barros, FGV-EAESP, Brazil Grant Edward Donnelly, Ohio State University, USA Marco Bertini, ESADE Business School, Spain We propose that identity related embarrassment may arise by the wrongdoing of a fellow group member and that this experience triggers reparatory behaviors but only when the spectator and the wrongdoer share a social identity that is distinct from that of others in the environ- ment. Two experiments support our theory. 1C The Reactance Decoy Effect: How Including an Appeal Before the Target Message Increases Persuasion Birga Mareen Schumpe, New York University Abu Dhabi, United Arab Emirates Jocelyn J. Bélanger, New York University Abu Dhabi, United Arab Emirates Claudia F. Nisa, New York University Abu Dhabi, United Arab Emirates Looking for ways to lower consumers’ reactance to your persuasive appeal? In two studies we found that including a so-called reactance decoy message before your target message leads to more positive attitudes toward the target object as well as greater buying intentions. 19L Through the Sensory Gate to Liminality: WaterFire’s Longevity Shawn Patrick Scott, University of Rhode Island, USA Hillary A Leonard, Univeristy of Rhode Island, USA WaterFire an award-winning public sculpture of fire braziers is a multisensory event that has revitalized the city of Providence RI. The research purpose is to better understand the longevity of this event by drawing upon and contributing to sensory literature and social theories including liminality and the liminoid environmental theater. 13F Are Interdisciplinary Ideas Always Good? Field Insights on New Information Consumption Amir Sepehri, Western University, Canada Seyednasir Haghighibardineh, Washington State University, USA Rod Duclos, Western University, Canada Using a language-processing software we text-mined a famous repository of online talks presenting “novel” ideas. Contrary to expec- tations we find that presentations featuring numerous topics
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