To stay or switch: breaking the habit of status quo through imagery perspective

Purpose When consumers imagine themselves in various consumption scenarios, they can do so from the actor or the observer perspective. These different vantage points are known as imagery perspectives. This paper aims to investigate how imagery perspectives can influence consumers’ decisions to stay...

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Veröffentlicht in:	European journal of marketing 2018-10, Vol.52 (9/10), p.1864-1885
Hauptverfasser:	Saine, Ruby, Nguyen, Carlin A., Besharat, Ali, Trocchia, Philip J.
Format:	Artikel
Sprache:	eng
Schlagworte:	Actors Bias Brand loyalty Consumer behavior Consumers Consumption Decision making Hypotheses Influence Marketing Motivation Product choice Studies Visualization
Online-Zugang:	Volltext
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