Gratiana Pol
University of Southern California
AdvertisingPsychologyMarketingBeautySocial psychology
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Publications 10
Brand betrayal is a state evoked when a brand with which one has previously established a strong self–brand connection fractures a relationship by engaging in a moral violation. We know little about whether brand betrayal is merely an extreme form of brand dissatisfaction or is a distinct state experienced differently from dissatisfaction. Herein, two studies shed new light into the experience of brand betrayal. A large-scale psychometric study shows that brand betrayal (vs. dissatisfaction) is ...
5 CitationsSource
#2C. Whan ParkH-Index: 34
Last. Gratiana PolH-Index: 4
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#1Gratiana PolH-Index: 4
Last. Martin ReimannH-Index: 17
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Consumer psychology has long recognized that aesthetically appealing objects represent a genuine source of value (Bloch, Brunel and Arnold 2003; Richins 1994) even when the product has no functional use. Nevertheless, what it is that makes beauty such a valuable attribute remains poorly understood (Charters 2006; Patrick and Peracchio 2010).
#1C. Whan Park (SC: University of Southern California)H-Index: 34
#2Andreas B. Eisingerich (Imperial College London)H-Index: 20
Last. Jason Whan Park (CityU: City University of Hong Kong)H-Index: 3
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This research demonstrates that the positive effects of brand logos on customer brand commitment and firm performance derive not from enabling brand identification, as is currently understood, but primarily from facilitating customer self-identity/expressiveness, representing a brand's functional benefits, and offering aesthetic appeal. This study examines whether brand names or visual symbols as logos are more effective at creating these benefits and whether or not the impact of the three afore...
86 CitationsSource
#1Gratiana PolH-Index: 4
#1Martin Reimann (University of Southern Denmark)H-Index: 1
#2Josh Ackerman (MIT: Massachusetts Institute of Technology)
Last. Chen-Bo Zhong (U of T: University of Toronto)H-Index: 21
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#1Martin Reimann (SC: University of Southern California)H-Index: 17
#2Wilko Feye (Otto-von-Guericke University Magdeburg)H-Index: 1
Last. Chen-Bo Zhong (U of T: University of Toronto)H-Index: 21
view all 17 authors...
This article discusses the role of embodiment in judgment and choice to (a) attain clarity on conceptual and methodological issues by presenting a literature review of prior empirical research on embodiment, (b) gain an integrative view on the topic of embodiment in judgment and choice by proposing somatic marker theory as a unifying conceptual framework for bridging cognition and affect in terms of embodiment, and (c) discuss and clarify ideas and directions for further research on the topic.
28 CitationsSource
Previous studies on personalisation have tended to focus on its positive effects, highlighting advantages for both marketers and consumers. This study compares consumer reactions towards both types of messages and shows that a key variable from motivational psychology, consumer mind-sets, explains differences in consumer reaction to promotional messages. In contrast to previous literature, we find that personalisation is not always advantageous. Consumers in certain mind-sets do not wish to rece...
4 CitationsSource