The Role of Social Endorsement in a Repeated Exposure Context

Suntong QI, Yu-Jen CHEN

Research output: Other Conference ContributionsAbstractResearchpeer-review

Abstract

We examine how social endorsement asymmetrically influence message persuasibility in a context of repeated information exposure. We show how subsequent social endorsement is more effective than initial one becaus
Original languageEnglish
Pages755-755
Publication statusPublished - 2016
EventAssociation for Consumer Research Conference - Germany, Berlin, Germany
Duration: 1 Oct 20161 Oct 2016

Conference

ConferenceAssociation for Consumer Research Conference
Country/TerritoryGermany
CityBerlin
Period1/10/161/10/16
OtherAssociation for Consumer Research

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