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Full-Text Articles in Public Relations and Advertising
Who’S Got My Back? Comparing Consumers’ Reactions Topeer‐Provided And Firm‐Provided Customer Support, Lan Jiang, Matthew O'Hern, Sara Hanson
Who’S Got My Back? Comparing Consumers’ Reactions Topeer‐Provided And Firm‐Provided Customer Support, Lan Jiang, Matthew O'Hern, Sara Hanson
Marketing Faculty Publications
This study demonstrates that when an individual encounters a product‐related problem, fellow consumers (i.e., one’s peers) have a unique advantage in providing social support to the affected consumer. Specifically, we find that social support can be a dominant driver of consumer satisfaction when the risk of customer defection is at its highest (i.e., following an unsuccessful attempt to solve the consumer’s problem). Using real‐world data from an online support community, a pilot study finds that if the problem that a consumer faces goes unsolved, satisfaction is greater when consumers receive peer‐provided versus firm‐provided support. Study 1 replicates this finding in …
How Strong Is The Pull Of The Past? Measuring Personal Nostalgia Evoked By Advertising, Altaf Merchant, Kathryn Latour, John B. Ford
How Strong Is The Pull Of The Past? Measuring Personal Nostalgia Evoked By Advertising, Altaf Merchant, Kathryn Latour, John B. Ford
Marketing Faculty Publications
Marketers frequently evoke personal nostalgia in their advertising. To date, scales have been developed to measure the propensity to get nostalgic but not the actual dimensions of personal nostalgia. Results from four studies show that advertising-evoked personal nostalgia comprises four correlated but distinct dimensions: past imagery, positive emotions, negative emotions, and physiological reactions. This multidimensional scale showed a high level of validity and reliability. Moreover, due to careful choice of sampling frames, the study demonstrates a high level of external generalizability. Evaluating nostalgia-based advertising using the study's multidimensional scale may provide marketers with strategic insights for developing and fine-tuning advertising …