Evaluating Anthropomorphized Products Less Positively: “Shame on Me!”

Ping Dong, University of Toronto, Canada
Pankaj Aggarwal, University of Toronto, Canada
Four studies demonstrate that experiencing shame (vs. fear, sadness, or neutral emotion) decreases consumers’ preference for anthropomorphized products. The effect is driven by a heightened desire to avoid social contact, and is stronger for consumers with interdependent (vs. independent) self-construal and for products consumed in private (vs. public).
[ to cite ]:
Ping Dong and Pankaj Aggarwal (2016) ,"Evaluating Anthropomorphized Products Less Positively: “Shame on Me!”", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 158-163.