@article{dretsch_kirmani_lundberg_2023, title={Designing Brand Cocreation Activities to Increase Digital Consumer Engagement}, volume={9}, ISSN={["1520-6653"]}, url={https://doi.org/10.1177/10949968231191097}, DOI={10.1177/10949968231191097}, abstractNote={ Brand cocreation campaigns offer consumers various activities centered on interpreting brand image. Yet, little is known about what brand cocreation characteristics increase digital consumer engagement (DCE; e.g., liking a brand on Facebook) and how they do so. Given the importance of DCE, the current research addresses this gap. Three experiments demonstrate that brand cocreation activities with high (vs. low) focus on brand meaning generate greater DCE among consumers who have high self–brand connection. Evidence suggests that this occurs because an activity's high focus on brand meaning facilitates the generation of abstract brand knowledge. For consumers with low self–brand connection, focus on brand meaning does not differentially affect DCE because these consumers lack appropriate knowledge about the brand. This research also offers implications for optimizing interactive marketing practice. }, journal={JOURNAL OF INTERACTIVE MARKETING}, author={Dretsch, Heather Johnson and Kirmani, Amna and Lundberg, Josh}, year={2023}, month={Sep} }
 @article{dretsch_reid_2021, title={Brand Secret Micro-Collectives}, volume={6}, ISSN={["2378-1823"]}, url={http://dx.doi.org/10.1086/715544}, DOI={10.1086/715544}, abstractNote={Brand secrets are discoverable locations, options, and experiences selectively shared with a smaller subset of consumers. This article introduces the related construct of a brand secret micro-collective, a miniature consumer social group bound by shared special knowledge of a brand secret. We explore the experiential arcs associated with the bonds of shared special knowledge in brand secret micro-collectives.}, number={4}, journal={JOURNAL OF THE ASSOCIATION FOR CONSUMER RESEARCH}, publisher={University of Chicago Press}, author={Dretsch, Heather Johnson and Reid, Colbey Emmerson}, year={2021}, month={Oct}, pages={462–473} }
 @article{petersen_dretsch_komarova loureiro_2018, title={Who needs a reason to indulge? Happiness following reason-based indulgent consumption}, volume={35}, ISSN={0167-8116}, url={http://dx.doi.org/10.1016/j.ijresmar.2017.09.003}, DOI={10.1016/j.ijresmar.2017.09.003}, abstractNote={While consumers and marketers perpetuate the lay theory that indulging with a reason is more pleasurable and makes everyone happier, this research identifies a condition under which indulging without a reason “feels right” and produces a more positive emotional reaction. The authors show that indulging with or without a reason and consumers' trait self-control interact to influence happiness felt following an indulgent purchase. While high self-control consumers are happier when they have a reason to buy indulgent products (e.g., when they can justify the indulgence), low self-control consumers are happier when they do not have a reason to indulge. That is, indulging with a reason is less pleasurable for consumers with low self-control. This effect on happiness has an impact on downstream judgments about the product and yields important implications for consumer welfare as well as marketing managers. Across four studies we show the effect on consumption happiness, examine consequences of the effect, and report evidence for the underlying process.}, number={1}, journal={International Journal of Research in Marketing}, publisher={Elsevier BV}, author={Petersen, Francine Espinoza and Dretsch, Heather Johnson and Komarova Loureiro, Yuliya}, year={2018}, month={Mar}, pages={170–184} }
 @inbook{dretsch_kirmani_2015, title={Hearing their Voice: When Brand Co-Creation Leads to Social Brand Engagement}, booktitle={Consumer Psychology in a Social Media World}, publisher={Routledge}, author={Dretsch, H.J. and Kirmani, A.}, editor={Dimofte, C.V. and Haugtvedt, C.P. and Yalch, R.F.Editors}, year={2015} }
 @article{kopetz_kruglanski_arens_etkin_johnson_2012, title={The dynamics of consumer behavior: A goal systemic perspective}, volume={22}, ISSN={1057-7408}, url={http://dx.doi.org/10.1016/j.jcps.2011.03.001}, DOI={10.1016/j.jcps.2011.03.001}, abstractNote={Abstract}, number={2}, journal={Journal of Consumer Psychology}, publisher={Wiley}, author={Kopetz, Catalina E. and Kruglanski, Arie W. and Arens, Zachary G. and Etkin, Jordan and Johnson, Heather M.}, year={2012}, month={Apr}, pages={208–223} }