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IMMORAL METAPHORS IN ADVERTISING INCREASE CONSUMER INDULGENCE
Jasmina Ilicic,Stacey M. Baxter,Alicia Kulczynski 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07
Two experimental studies examine the effect of morality metaphors in advertising on consumer indulgence. The results of Experiment 1 provide evidence to suggest that consumer rebelliousness mediates the effect of morality metaphors on indulgent consumption, with Experiment 2 providing further evidence of the rebelliousness process underlying the immorality-indulgence effect.