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The Belonging Paradox: The Belonging Experience of Committed Uncertain Members
The existing literature in marketing and consumer behavior tends to adopt a somewhat static view of membership and belonging, focusing on the status uncertainty that surrounds new group aspirants. In the literature, the ...
A Social Worth Framework of Perceived Persuasion: Understanding Consumers' Reactions to Feeling Targeted by Marketers' Persuasion Attempts
Consumers often react badly to marketers’ attempts to persuade them, demonstrating mostly negative attitudes towards salespeople, advertisements, and brands. Prior work typically attributes these reactions to inferences ...