Is She My New Friend? the Effect of Social Exclusion on Consumer Preference For Anthropomorphized Products

Rocky Peng Chen, University of Hong Kong, Hong Kong, China
Echo Wen Wan, University of Hong Kong, Hong Kong, China
Eric Levy , University of Cambridge, UK
This research demonstrates that experiencing social exclusion increases consumers’ preference for anthropomorphized products. This effect is driven by consumers’ perception that the product provides a new social connection, and is moderated by brand personality such that the effect is diminished when the product implies a tough personality.
[ to cite ]:
Rocky Peng Chen, Echo Wen Wan, and Eric Levy (2013) ,"Is She My New Friend? the Effect of Social Exclusion on Consumer Preference For Anthropomorphized Products ", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.