Teasing Out Need For Affiliation and Need For Control in Preference For Anthropomorphized Products

Shirley Y. Y. Cheng, Hong Kong Baptist University
Sau Lai Lee, Hong Kong Baptist University
Prior research showed that social exclusion increases preference for anthropomorphized products. Yet, the exact motivation is unclear because social exclusion can heighten both affiliation need and control need. Using a new manipulation, we add to the literature by showing need for affiliation alone can drive preference for anthropomorphized products.
[ to cite ]:
Shirley Y. Y. Cheng and Sau Lai Lee (2014) ,"Teasing Out Need For Affiliation and Need For Control in Preference For Anthropomorphized Products", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 777-777.