Oversatiation negatively affects evaluation of goal-relevant (but not goal-irrelevant) advertised brands

Mathieu Kacha (), Jean-Luc Herrmann (), Christophe Vermeulen, Olivier Corneille and Johan C. Karremans ()
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Mathieu Kacha: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine
Jean-Luc Herrmann: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine
Christophe Vermeulen: UCL - Université Catholique de Louvain = Catholic University of Louvain
Olivier Corneille: UCL - Université Catholique de Louvain = Catholic University of Louvain
Johan C. Karremans: Radboud University [Nijmegen]

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Abstract: The purpose of the present paper is to examine the effects of overconsumption on consumer evaluations of advertised brands. While the determinants and health consequences of overconsumption have received considerable attention, the authors suggest that there are important marketing and advertising implications. Specifically, based on goal theory, the authors examined whether the aversive state of oversatiation is associated with more negative evaluations of advertised brands of the overconsumed product.

Date: 2016-08-08
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Published in Journal of Consumer Marketing, 2016, 33 (5), pp.354-363. ⟨10.1108/JCM-11-2014-1236⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02169791

DOI: 10.1108/JCM-11-2014-1236

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