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