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Fall 2020

Chen, Shuo

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...

Fall 2018

Weber, Virginia L.

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...