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Spring 2022
This research introduces the concept of phatic brand communication to marketing, and examines its use in the context of social media. The main function of phatic brand communication is for brands to create an atmosphere of sociability with consumers (e.g., “Hey YOU. Have a great day.”) rather...
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Fall 2018
This research focuses on how consumers are impacted by receiving feedback on word of mouth recommendations. In particular, I examine what occurs when a consumer recommends an experience to another person, and this other person has the experience and returns to say that they did or did not like...
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The Minimal-Interactivity Effect: The Role of Thought Speed in the Consumption of Digital Experiences
DownloadFall 2020
In this dissertation, I study the power of minimal interactivity—defined as a single simple action that exercises control during a consumption experience—to affect evaluations and media consumption decisions. I argue that, in contrast to passivity, even when consumers navigate online at low...