Mina Kwon
University of Louisville
Embodied cognitionAestheticsAdvertisingComparative advertisingFeelingNorm (social)SensationProduct (category theory)BusinessCommitPsychologyIdeologyEconomicsMarketingIndividualismPolitical scienceCognitive psychologyMoralityPerceptionSocial dominance orientationConsumer choiceShouldersIdentity (social science)Self-brandMindsetRepresentation (arts)Fake newsCompensation (psychology)Service (business)Cause marketingPreferencePersuasionOrthodonticsCompensation effectCoronavirus disease 2019 (COVID-19)Affect (psychology)Flow (mathematics)Computer scienceSocial psychologyPoliticsCollectivism
8Publications
2H-index
27Citations
Publications 9
Newest
#1Katina KulowH-Index: 2
#2Mina KwonH-Index: 2
Last. Michael J. BaroneH-Index: 25
view all 3 authors...
Abstract Can witnessing another individual commit a marketplace transgression (e.g., shoplifting) influence a consumer’s responsiveness to cause marketing (CM) offers? Four experiments demonstrate that consumers respond more favorably to CM offers as a means of atoning for another’s transgression. This vicarious moral compensation effect is observed only among high moral identifiers who feel psychologically close to (vs. distant from) the transgressor (studies 1 and 3), and arises in response to...
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#1Xingbo Li (Eli Lilly and Company)H-Index: 2
#2Michael J. Barone (University of Louisville)H-Index: 25
Last. Mina Kwon (University of Louisville)H-Index: 2
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AbstractThe current research examines how the influence of fake news on product evaluations is moderated by consumers’ political ideologies. Several experiments show that exposure to fake news undermines the evaluations that liberals (but not conservatives) form in response to offerings they subsequently encounter in contexts completely unrelated to the fake news. Mediational evidence is also provided, indicating that exposure to fake news makes liberal consumers mistrust the news source; this m...
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#1Mina Kwon (University of Louisville)H-Index: 2
#2Rashmi Adaval (UC: University of Cincinnati)H-Index: 14
Sensorimotor experiences of going against the flow can affect the choices consumers make. Eight experiments show that consumers who experience the sensation of going against the flow pick alternatives that are normatively not preferred (experiments 1a and 1b). These effects are evident only when the sensations are dynamic and self-experienced (experiments 2a and 2b), subjective feelings are elicited (experiments 4a and 4b), and no other objective, external norm information is supplied (experimen...
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#1Mina Kwon (UIUC: University of Illinois at Urbana–Champaign)H-Index: 2
#2Geetanjali Saluja (HKUST: Hong Kong University of Science and Technology)H-Index: 3
Last. Rashmi Adaval (HKUST: Hong Kong University of Science and Technology)H-Index: 14
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Abstract The cultural lens through which an ad is viewed can affect the extent to which an endorser of the product in an ad and the message s(he) communicates are thought about in relation to one another. Consumers with a collectivist mindset tend to think about information relationally. Consequently, they consider the endorsement in relation to the endorser and this affects their memory for both. It also affects recipients' concern with the fit between the endorser's message and the endorser an...
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#1Minkyung KooH-Index: 10
#2Mina KwonH-Index: 2
Last. Sharon ShavittH-Index: 35
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#1Mina KwonH-Index: 2
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#1Cele C. OtnesH-Index: 23
#2Elizabeth CrosbyH-Index: 4
Last. Sydney ChinchanachokchaiH-Index: 4
view all 4 authors...
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