2-U: the Effect of Healthcare Product Type and Anthropomorphized Brand Role on Consumer Judgments

Jiyoon An, University of Rhode Island, USA
Daniel Sheinin, University of Rhode Island, USA
Drugs and dietary supplements are now often available in the same distribution channels. Drugs are heavily-regulated medical products, while dietary supplements are lightly-regulated food products. This paper explores whether anthropomorphized brand role (servant versus partner) changes perceptions about these products and intentions to engage in healthy behaviors.
[ to cite ]:
Jiyoon An and Daniel Sheinin (2017) ,"2-U: the Effect of Healthcare Product Type and Anthropomorphized Brand Role on Consumer Judgments", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1012-1012.