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)

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 Dive into the research topics of 'The Influence of Product Anthropomorphism on Comparative Judgment Strategy'. Together they form a unique fingerprint.

  • 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). Association for Consumer Research. http://www.acrwebsite.org/volumes/1021889/volumes/v44/NA-44