When Temptations Come Alive: How Anthropomorphization Undermines Consumer Self-Control

Julia Hur, Northwestern University, USA
Minjung Koo, Sungkyunkwan University, Republic of Korea
Wilhelm Hofmann, University of Chicago, USA
What happens when your temptations come alive? Anthropomorphizing tempting products hampers consumer self-control by decreasing identification of a self-control conflict. Four studies show that participants were less likely to identify conflicts and more likely to indulge in temptations when tempting products (high-caloric cookies or TV gadgets) were anthropomorphized.
[ to cite ]:
Julia Hur, Minjung Koo, and Wilhelm Hofmann (2013) ,"When Temptations Come Alive: How Anthropomorphization Undermines Consumer Self-Control", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.