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Oversatiation negatively affects evaluation of goal-relevant (but not goal-irrelevant) advertised brands

Abstract : The purpose of the present paper is to examine the effects of overconsumption on consumer evaluations of advertised brands. While the determinants and health consequences of overconsumption have received considerable attention, the authors suggest that there are important marketing and advertising implications. Specifically, based on goal theory, the authors examined whether the aversive state of oversatiation is associated with more negative evaluations of advertised brands of the overconsumed product.
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https://hal.univ-lorraine.fr/hal-02169791
Contributor : Mathieu Kacha Connect in order to contact the contributor
Submitted on : Monday, July 1, 2019 - 3:01:26 PM
Last modification on : Monday, February 28, 2022 - 5:00:30 PM

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Mathieu Kacha, Jean-Luc Herrmann, Christophe Vermeulen, Olivier Corneille, Johan C. Karremans. Oversatiation negatively affects evaluation of goal-relevant (but not goal-irrelevant) advertised brands. Journal of Consumer Marketing, Emerald, 2016, 33 (5), pp.354-363. ⟨10.1108/JCM-11-2014-1236⟩. ⟨hal-02169791⟩

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