The Influence of Product Anthropomorphism on Comparative Judgment Strategy

Feifei HUANG, Chi WONG, Echo Wen WAN

Research output: Book Chapters | Papers in Conference ProceedingsConference paper (refereed)Researchpeer-review

Abstract

A series of five experiments show that anthropomorphism of product alternatives increases the chance that consumers use an absolute judgment strategy (vs. dimension-by-dimension strategy) in comparative judgment. This effect is mediated by consumers’ perception of each anthropomorphized alternative as an integrated entity (vs. a bundle of attributes).
Original languageEnglish
Title of host publication47th Annual ACR Conference :Proceedings
EditorsPage Moreau, Stefano Puntoni
Place of PublicationUnited States
PublisherAssociation for Consumer Research
Pages158-163
Number of pages6
Volume44
ISBN (Print)9780915552245
Publication statusPublished - Oct 2016
Event47th Association for Consumer Research Annual Conference 2016 - Maritim Hotel, Berlin, Germany
Duration: 27 Oct 201630 Oct 2016

Conference

Conference47th Association for Consumer Research Annual Conference 2016
CountryGermany
CityBerlin
Period27/10/1630/10/16
OtherAssociation for Consumer Research

Fingerprint

Comparative judgment
Integrated
Consumer perceptions
Experiment

Cite this

HUANG, F., WONG, C., & WAN, E. W. (2016). The Influence of Product Anthropomorphism on Comparative Judgment Strategy. In P. Moreau, & S. Puntoni (Eds.), 47th Annual ACR Conference :Proceedings (Vol. 44, pp. 158-163). United States: Association for Consumer Research.
HUANG, Feifei ; WONG, Chi ; WAN, Echo Wen. / The Influence of Product Anthropomorphism on Comparative Judgment Strategy. 47th Annual ACR Conference :Proceedings. editor / Page Moreau ; Stefano Puntoni. Vol. 44 United States : Association for Consumer Research, 2016. pp. 158-163
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HUANG, F, WONG, C & WAN, EW 2016, The Influence of Product Anthropomorphism on Comparative Judgment Strategy. in P Moreau & S Puntoni (eds), 47th Annual ACR Conference :Proceedings. vol. 44, Association for Consumer Research, United States, pp. 158-163, 47th Association for Consumer Research Annual Conference 2016, Berlin, Germany, 27/10/16.

The Influence of Product Anthropomorphism on Comparative Judgment Strategy. / HUANG, Feifei; WONG, Chi; WAN, Echo Wen.

47th Annual ACR Conference :Proceedings. ed. / Page Moreau; Stefano Puntoni. Vol. 44 United States : Association for Consumer Research, 2016. p. 158-163.

Research output: Book Chapters | Papers in Conference ProceedingsConference paper (refereed)Researchpeer-review

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HUANG F, WONG C, WAN EW. The Influence of Product Anthropomorphism on Comparative Judgment Strategy. In Moreau P, Puntoni S, editors, 47th Annual ACR Conference :Proceedings. Vol. 44. United States: Association for Consumer Research. 2016. p. 158-163