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Forgoing Consumption of Products that Others Cannot Access

Ferreira, K., Steinmetz, J. ORCID: 0000-0003-3299-4858 & Scopelliti, I. ORCID: 0000-0001-6712-5332 (2022). Forgoing Consumption of Products that Others Cannot Access. Paper presented at the 2022 Association for Consumer Research Conference, 20-23 Oct 2022, Denver, Colarado.

Abstract

Offering products accessible to a wider customer base may be beneficial for companies, as perceptions of brand inclusivity may improve consumer brand attitude and increase purchase intentions. In five studies, consumers who can access a consumption experience forgo this when aware that other consumers lack access to the same experience.

Publication Type: Conference or Workshop Item (Paper)
Additional Information: Copyright the authors, 2022.
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HM Sociology
H Social Sciences > HN Social history and conditions. Social problems. Social reform
Departments: Bayes Business School > Management
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