Matches in SemOpenAlex for { <https://semopenalex.org/work/W2904906933> ?p ?o ?g. }
- W2904906933 endingPage "444" @default.
- W2904906933 startingPage "428" @default.
- W2904906933 abstract "The placement of heroes and villains is ubiquitous on labels and packages in the marketplace. In this research, we examine the influence of a hero versus a villain label on the preference for virtue versus vice products. Across seven laboratory and field studies, we find that consumers derive higher utility for a hero (villain) label with a vice (virtue) food than from a hero (villain) label with a virtue (vice) food. Relying on a coherence-based explanation, we propose that a hero label adds a beneficial aspect to vice foods, making them appear less harmful, whereas a villain label adds an edgy aspect to virtue foods, making them appear more fun. This research provides insights into the effect of hero and villain branding and offers implications for marketing strategy and public policy." @default.
- W2904906933 created "2018-12-22" @default.
- W2904906933 creator A5013658266 @default.
- W2904906933 creator A5017075635 @default.
- W2904906933 date "2019-01-08" @default.
- W2904906933 modified "2023-10-16" @default.
- W2904906933 title "The Influence of Hero and Villain Labels on the Perception of Vice and Virtue Products" @default.
- W2904906933 cites W1758438798 @default.
- W2904906933 cites W1815637721 @default.
- W2904906933 cites W1964363948 @default.
- W2904906933 cites W1971157314 @default.
- W2904906933 cites W1974811221 @default.
- W2904906933 cites W1978401729 @default.
- W2904906933 cites W1984018979 @default.
- W2904906933 cites W2008235613 @default.
- W2904906933 cites W2016336925 @default.
- W2904906933 cites W2021713474 @default.
- W2904906933 cites W2036114930 @default.
- W2904906933 cites W2038901583 @default.
- W2904906933 cites W2044670736 @default.
- W2904906933 cites W2044944116 @default.
- W2904906933 cites W2059694633 @default.
- W2904906933 cites W2059973413 @default.
- W2904906933 cites W2069977035 @default.
- W2904906933 cites W2077231444 @default.
- W2904906933 cites W2088046425 @default.
- W2904906933 cites W2089884446 @default.
- W2904906933 cites W2091100244 @default.
- W2904906933 cites W2094864682 @default.
- W2904906933 cites W2097936794 @default.
- W2904906933 cites W2103902275 @default.
- W2904906933 cites W2109138746 @default.
- W2904906933 cites W2111771113 @default.
- W2904906933 cites W2114927642 @default.
- W2904906933 cites W2124861461 @default.
- W2904906933 cites W2125831511 @default.
- W2904906933 cites W2131583517 @default.
- W2904906933 cites W2139898184 @default.
- W2904906933 cites W2149893809 @default.
- W2904906933 cites W2150228737 @default.
- W2904906933 cites W2232953546 @default.
- W2904906933 cites W2315418884 @default.
- W2904906933 cites W2507268592 @default.
- W2904906933 cites W2521424420 @default.
- W2904906933 cites W2529347810 @default.
- W2904906933 cites W2589358198 @default.
- W2904906933 cites W2744904120 @default.
- W2904906933 cites W2750861014 @default.
- W2904906933 cites W3121136350 @default.
- W2904906933 cites W3121995858 @default.
- W2904906933 cites W3165003809 @default.
- W2904906933 cites W35302794 @default.
- W2904906933 cites W891400952 @default.
- W2904906933 doi "https://doi.org/10.1002/jcpy.1085" @default.
- W2904906933 hasPublicationYear "2019" @default.
- W2904906933 type Work @default.
- W2904906933 sameAs 2904906933 @default.
- W2904906933 citedByCount "17" @default.
- W2904906933 countsByYear W29049069332020 @default.
- W2904906933 countsByYear W29049069332021 @default.
- W2904906933 countsByYear W29049069332022 @default.
- W2904906933 countsByYear W29049069332023 @default.
- W2904906933 crossrefType "journal-article" @default.
- W2904906933 hasAuthorship W2904906933A5013658266 @default.
- W2904906933 hasAuthorship W2904906933A5017075635 @default.
- W2904906933 hasConcept C111472728 @default.
- W2904906933 hasConcept C112698675 @default.
- W2904906933 hasConcept C124952713 @default.
- W2904906933 hasConcept C138885662 @default.
- W2904906933 hasConcept C142362112 @default.
- W2904906933 hasConcept C144133560 @default.
- W2904906933 hasConcept C15744967 @default.
- W2904906933 hasConcept C162324750 @default.
- W2904906933 hasConcept C169760540 @default.
- W2904906933 hasConcept C175444787 @default.
- W2904906933 hasConcept C187736073 @default.
- W2904906933 hasConcept C26760741 @default.
- W2904906933 hasConcept C2777239683 @default.
- W2904906933 hasConcept C2781249084 @default.
- W2904906933 hasConcept C2994386558 @default.
- W2904906933 hasConcept C51364203 @default.
- W2904906933 hasConceptScore W2904906933C111472728 @default.
- W2904906933 hasConceptScore W2904906933C112698675 @default.
- W2904906933 hasConceptScore W2904906933C124952713 @default.
- W2904906933 hasConceptScore W2904906933C138885662 @default.
- W2904906933 hasConceptScore W2904906933C142362112 @default.
- W2904906933 hasConceptScore W2904906933C144133560 @default.
- W2904906933 hasConceptScore W2904906933C15744967 @default.
- W2904906933 hasConceptScore W2904906933C162324750 @default.
- W2904906933 hasConceptScore W2904906933C169760540 @default.
- W2904906933 hasConceptScore W2904906933C175444787 @default.
- W2904906933 hasConceptScore W2904906933C187736073 @default.
- W2904906933 hasConceptScore W2904906933C26760741 @default.
- W2904906933 hasConceptScore W2904906933C2777239683 @default.
- W2904906933 hasConceptScore W2904906933C2781249084 @default.
- W2904906933 hasConceptScore W2904906933C2994386558 @default.
- W2904906933 hasConceptScore W2904906933C51364203 @default.
- W2904906933 hasIssue "3" @default.