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Oversatiation negatively affects evaluation of goal-relevant (but not goal-irrelevant) advertised brands

Author

Listed:
  • Mathieu Kacha

    (CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine)

  • Jean-Luc Herrmann

    (CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine)

  • Christophe Vermeulen

    (UCL - Université Catholique de Louvain = Catholic University of Louvain)

  • Olivier Corneille

    (UCL - Université Catholique de Louvain = Catholic University of Louvain)

  • Johan C. Karremans

    (Radboud University [Nijmegen])

Abstract

The purpose of the present paper is to examine the effects of overconsumption on consumer evaluations of advertised brands. While the determinants and health consequences of overconsumption have received considerable attention, the authors suggest that there are important marketing and advertising implications. Specifically, based on goal theory, the authors examined whether the aversive state of oversatiation is associated with more negative evaluations of advertised brands of the overconsumed product.

Suggested Citation

  • Mathieu Kacha & Jean-Luc Herrmann & Christophe Vermeulen & Olivier Corneille & Johan C. Karremans, 2016. "Oversatiation negatively affects evaluation of goal-relevant (but not goal-irrelevant) advertised brands," Post-Print hal-02169791, HAL.
    • Handle: RePEc:hal:journl:hal-02169791
    DOI: 10.1108/JCM-11-2014-1236
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