5-J: Partner Or Servant: How Anthropomorphized Brand Role Releases the Negative Effect of Social Exclusion

Yinghao Wu, Renmin University, China
Jing Jiang, Renmin University, China
The current research shows that socially excluded (vs. included) consumers are willing to pay more for anthropomorphized brands. More importantly, when brand plays a servant role, people with high (vs. low) self-esteem are likely to pay more, but such a discrepancy disappears when brand plays a partner role. The need for control recovery mediates the above relationship.
[ to cite ]:
Yinghao Wu and Jing Jiang (2017) ,"5-J: Partner Or Servant: How Anthropomorphized Brand Role Releases the Negative Effect of Social Exclusion", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1067-1067.