Once Bitten, Twice Shy: Differences in Social Efficacy Affect the Perceived Efficacy of Anthropomorphizable Products

Bart Claus, K.U. Leuven, Belgium
Luk Warlop, K.U. Leuven, Belgium
Our research assesses whether disappointment in social interactions leads to spillover effects towards pre-purchase evaluations of anthropomorphic products. We show that low social efficacy, chronic and induced, leads to reduced estimates of anthropomorphized products’ ability to fulfill their designed function – but not that of nonanthropomorphic products.
[ to cite ]:
Bart Claus and Luk Warlop (2011) ,"Once Bitten, Twice Shy: Differences in Social Efficacy Affect the Perceived Efficacy of Anthropomorphizable Products ", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.