I Need My Own Substance! Effects of Anthropomorphic Product Presentations on Brand Choice of Complementary Accessories

He (Michael) Jia, University of Hong Kong, China
B. Kyu Kim, University of Southern California, USA
Echo Wen Wan, University of Hong Kong, China
C. Whan Park, University of Southern California, USA
We show that anthropomorphic presentations of a base product (e.g., making a Canon printer “talk” in a video advertisement) increase consumers’ choice share of complementary accessories from the same brand that provides the base product (e.g., Canon ink cartridges) over accessories from a different brand (e.g., Staples ink cartridges).
[ to cite ]:
He (Michael) Jia, B. Kyu Kim, Echo Wen Wan, and C. Whan Park (2016) ,"I Need My Own Substance! Effects of Anthropomorphic Product Presentations on Brand Choice of Complementary Accessories", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 158-163.