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Moving Forward, Falling Back: How Perceptions of Motion Mask the Dangers of Unhealthy Consumption
Conference proceeding   Peer reviewed

Moving Forward, Falling Back: How Perceptions of Motion Mask the Dangers of Unhealthy Consumption

Michael Tsiros, Tatiana Fajardo and Jiao Zhang
Advances in Consumer Research, Vol.44, pp.437-438
2016-01-01

Abstract

Consumption Impact analysis Logos Perceptions Studies
We demonstrate that dynamic logos increase the consumption of vices. This effect is mediated by perceptions of consumption justifiability and moderated by directionality, consumers’ time-orientation, and their concern with future consequences. Results suggest that dynamic logos license consumers to indulge in the present by triggering an expected increase in well-begin.

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