2-X: to Collaborate Or to Support: the Effects of Implicit Theory on Consumer Response to Anthropomorphized Brand Roles

Bing Han, Shanghai Jiao Tong University, China
Liangyan Wang, Shanghai Jiao Tong University, China
Ke Xue, Shanghai Jiao Tong University, China
Through three experiments in manufacturing and service industries, the authors find that anthropomorphized brand roles (partner vs. servant) and consumers’ implicit theories (entity vs. incremental) can interactively impact brand evaluation as well as purchase intention. Also, we confirm that consumers’ perceived efficacy mediates this interaction effect.
[ to cite ]:
Bing Han, Liangyan Wang, and Ke Xue (2017) ,"2-X: to Collaborate Or to Support: the Effects of Implicit Theory on Consumer Response to Anthropomorphized Brand Roles", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1032-1032.