Do as I do”: effect of descriptive social norm and endorsement on ad credibility and intention to purchase non-overpackaged products

Leila Elgaaied-Gambier (), Elisa Monnot () and Fanny Reniou ()
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Leila Elgaaied-Gambier: UCP - Université de Cergy Pontoise - Université Paris-Seine, THEMA - Théorie économique, modélisation et applications - UCP - Université de Cergy Pontoise - Université Paris-Seine - CNRS - Centre National de la Recherche Scientifique
Elisa Monnot: UCP - Université de Cergy Pontoise - Université Paris-Seine, THEMA - Théorie économique, modélisation et applications - UCP - Université de Cergy Pontoise - Université Paris-Seine - CNRS - Centre National de la Recherche Scientifique
Fanny Reniou: UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12, IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12

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Date: 2016-06-23
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Published in AMA Marketing & Public Policy Conference, Jun 2016, San Luis Obispo, United States

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