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Summary papers Consumer Marketing (CM)
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2022Summary papers
Consumer Marketing
MASTER MARKETING 2021-2022
VRIJE UNIVERSITEIT
,Table of content
Barasch, A., G. Zauberman, and K. Diehl (2018), “How the Intention to Share Can Undermine Enjoyment:
Photo-Taking Goals and Evaluation of Experiences,” .................................................................................... 2
Castaño, R., M. Sujan, M. Kacker, and H. Sujan (2008), "Managing Consumer Uncertainty in the Adoption of
New Products: Temporal Distance and Mental Simulation," ......................................................................... 4
Great Expectations?! Assortment Size, Expectations, and Satisfaction, Diehl & Poynor.................................. 8
Eelen, J., P. Ozturan and P. W. J. Verlegh (2017), “The Differential Impact of Brand loyalty on Traditional and
Online Word of Mouth: The Moderating Roles of Self-Brand Connection and the Desire to Help the Brand,” 10
Having versus Consuming: Failure to Estimate Usage Frequency Makes Consumers Prefer Multi-Feature
Products .................................................................................................................................................. 13
Thin Slice Impressions: How Advertising Evaluation Depends on Exposure Duration, MILLIE ELSEN, RIK
PIETERS, and MICHEL WEDEL*................................................................................................................... 15
Kristofferson, K., K. White, and J. Peloza (2014), “The Nature of Slaktivism: How the Social Observability of an
Initial Act of Token Support Affects Subsequent Prosocial Action,” ............................................................. 20
Ma, Z., Z. Yang, and M. Mourali (2014), “Consumer Adoption of New Products: Independent Versus
Interdependent Self-Perspectives,” ........................................................................................................... 25
Palmeira, M. M., and J. Srivastava (2013), “Free Offer ≠ Cheap Product: A Selective Accessibility Account on
the Valuation of Free Offers,” ................................................................................................................... 28
Shampanier, K., N. Mazar, and D. Ariely (2007), “Zero as a Special Price: The True Value of Free Products,” . 32
Verhellen, Y., J. Eelen, N. Dens, and P. De Pelsmacker (2016), “The Short- and Long-term Impact of Brand
Placement in an Advertiser- Funded TV Program on Viewers’ Attitudes Towards the Sponsor brand and Its
Main Competitor,” ................................................................................................................................... 36
, Barasch, A., G. Zauberman, and K. Diehl (2018), “How the Intention to Share Can Undermine
Enjoyment: Photo-Taking Goals and Evaluation of Experiences,”
Journal of Consumer Research, 44(6), 1220–37.
Abstract:
People often share their experiences with others who were not originally present, which provides them
with both personal and interpersonal benefits. However, most prior work on this form of sharing has
examined the decision to share one’s experience only after the experience is over. We investigate a
distinct, unexplored aspect of the sharing process: when the decision to share is already salient during
an experience and hence can impact the experience itself. We examine this research question within
the context of photo-taking, an increasingly ubiquitous and integral part of people’s experiences.
Across two field and three laboratory studies, we find that relative to taking pictures for oneself (e.g., to
preserve one’s memories), taking pictures with the intention to share them with others (e.g., to post on
social media) reduces enjoyment of experiences. This effect occurs because taking photos with the
intention to share increases self-presentational concern during the experience, which can reduce
enjoyment directly, as well as indirectly by lowering engagement with the experience. We identify
several factors that moderate the effect of photo-taking goals on enjoyment, such as individual
differences in the extent to which individuals care about how others perceive them and the closeness
of the intended audience.
Hypotheses & conceptual framework
H1: Relative to taking photos for the self, taking photos with the intention to share with others will
reduce enjoyment of an experience.
Study1
- When individuals take photos to share, they enjoy the experience less than what they take
photos for themselves.
H2: Relative to taking photos for the self, taking photos with the intention to share with others will
increase self- presentational concern.
, Study 2
- The study provides experimental evidence from people’s own, real-life experiences that taking
photos to share with others can decrease enjoyment relative to taking photos for the self.
- When people take photos to share, they remember their experience more from a third-person
perspective, suggesting that taking photos to share makes people consider how the event (and
the photos) would be evaluated by an observer.
- People include different type of photos in a shared album compared to a personal album.
o Album to share on social media: more likely to choose:
o Photos of themselves
o Posed photos
o Smiling photos→ Suggesting they what to present themselves positive.
o More likely to include photos that have items typical of holiday → Providing details about the
occasion and context for those who were not there.
- Photo-taking goals affect enjoyment of the experience itself, how the experience is represented
moving forward (memories and photos), with possible implications for reliving or actual sharing in
the future.
Study 3: no exam content.
Study 4:
- individual differences in self-consciousness (zelfbewust) affect people’s enjoyment depending on
their photo-taking goal.
- For those who take photos for themselves, self-consciousness is not related to enjoyment.
- for those who take photos to share with others, being higher in self-consciousness is related to
lower enjoyment during the experience, arguably because those individuals who have more
chronically salient concerns about self-presentation are the ones whose anxiety most prevents
them from enjoying the experience
→ This provides further support for the proposed self-presentational mechanism.
H3: Self-presentational concern will diminish enjoyment both directly and indirectly through
reduced engagement in the experience.
(moderation)
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