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SOCIAL INFLUENCE IN COLLECTIVE GOALS AND BRAND PREFERENCES

This three-essay dissertation extends previous research on social influence and examines social influence’s impact on consumption, particularly in the contexts of collective goals and brand preferences. Essay 1 focuses on collective marketing campaigns, which are not shared equally by all customers. Two studies demonstrate that the framing of collective progress in such campaigns can broaden participation by highlighting the large area of progress toward the goal, emphasizing progress achieved for campaigns in their late stages and progress remaining in their early stages. Essay 2 examines the effects of brand age on consumer preferences and choices. Six studies demonstrate that consumers’ preferences for younger brands increase with perceptions of product category innovativeness or the extent to which the product category is perceived to have evolved and is likely to evolve in the future. Findings reveal that younger (vs. established) brands are likely to be preferred when perceptions of product category innovativeness are high (vs. low). Essay 3 examines the effects of perceptions of product category innovativeness and consumer traits, such as novelty seeking and need for uniqueness, on consumers’ preference for young versus established brands. This dissertation provides theoretical and managerial contributions. / Business Administration/Marketing

Identiferoai:union.ndltd.org:TEMPLE/oai:scholarshare.temple.edu:20.500.12613/274
Date January 2020
CreatorsKim, Yaeeun, 0000-0003-1827-9620
ContributorsSrivastava, Joydeep, Reeck, Crystal, Wadhwa, Monica, Koukova, Nevena T.
PublisherTemple University. Libraries
Source SetsTemple University
LanguageEnglish
Detected LanguageEnglish
TypeThesis/Dissertation, Text
Format143 pages
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Relationhttp://dx.doi.org/10.34944/dspace/258, Theses and Dissertations

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