Better Not Smile At the Price: the Contradictory Role of Brand Anthropomorphization on Price Fairness

Marina Puzakova, Oregon State University, USA
Hyokjin Kwak, Drexel University, USA
Joseph F. Rocereto, Monmouth University, USA
The results demonstrate that consumers form more negative attributions of price fairness when a brand is anthropomorphized (vs. non-anthropomorphized) with a price increase (vs. decrease). Consumer self-construal moderates this effect. Inferences of a brand’s motive for a price change explain the pattern of results.
[ to cite ]:
Marina Puzakova, Hyokjin Kwak, and Joseph F. Rocereto (2013) ,"Better Not Smile At the Price: the Contradictory Role of Brand Anthropomorphization on Price Fairness", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.