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 language | English |
|---|---|
| Title of host publication | NA - Advances in Consumer Research |
| Editors | Page MOREAU, Stefano PUNTONI |
| Place of Publication | Duluth, Minnesota |
| Publisher | Association for Consumer Research |
| Pages | 158-163 |
| Number of pages | 6 |
| Volume | 44 |
| ISBN (Print) | 9780915552245 |
| Publication status | Published - Oct 2016 |
| Event | Association for Consumer Research Conference 2016 - Maritim Hotel, Berlin, Germany Duration: 27 Oct 2016 → 30 Oct 2016 |
Conference
| Conference | Association for Consumer Research Conference 2016 |
|---|---|
| Country/Territory | Germany |
| City | Berlin |
| Period | 27/10/16 → 30/10/16 |
| Other | 47th Annual Conference of the Association for Consumer Research |