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 |
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Title of host publication | 47th Annual ACR Conference :Proceedings |
Editors | Page Moreau, Stefano Puntoni |
Place of Publication | United States |
Publisher | Association for Consumer Research |
Pages | 158-163 |
Number of pages | 6 |
Volume | 44 |
ISBN (Print) | 9780915552245 |
Publication status | Published - Oct 2016 |
Event | 47th Association for Consumer Research Annual Conference 2016 - Maritim Hotel, Berlin, Germany Duration: 27 Oct 2016 → 30 Oct 2016 |
Conference
Conference | 47th Association for Consumer Research Annual Conference 2016 |
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Country/Territory | Germany |
City | Berlin |
Period | 27/10/16 → 30/10/16 |
Other | Association for Consumer Research |