Conference proceeding
The Content of a Brand Scandal Moderating the Effect of Thinking Style on the Scandal'S Spillover
Advances in Consumer Research, Vol.39, p.523
01/01/2011
Abstract
We propose that different types of brand scandals moderate the effects of thinking styles on scandals' spillover. Across three studies, we demonstrate that holistic thinkers are more susceptible to extrinsic brand scandals (i.e., related with corporate ethics/social responsibility), whereas analytic thinkers are more susceptible to intrinsic brand scandals (i.e., directly related with brand quality).
Details
- Title: Subtitle
- The Content of a Brand Scandal Moderating the Effect of Thinking Style on the Scandal'S Spillover
- Creators
- Yun LeeNara YounDhananjay Nayakankuppam
- Resource Type
- Conference proceeding
- Publication Details
- Advances in Consumer Research, Vol.39, p.523
- Publisher
- Association for Consumer Research
- ISSN
- 0098-9258
- Language
- English
- Date published
- 01/01/2011
- Academic Unit
- Marketing
- Record Identifier
- 9984380605502771
Metrics
6 Record Views