The Role of Gender Congruity For Anthropomorphized Product Perception
This research extends prior research on anthropomorphism by demonstrating a gender-schema congruity effect: when a human gender schema is primed that is congruent to consumers’ own gender, consumers show more preferential evaluations and are more likely to perceive the product as human, even when no schema-congruent product features are present.
Ellis Van den Hende and Ruth Mugge (2012) ,"The Role of Gender Congruity For Anthropomorphized Product Perception", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 667-669.
Ellis Van den Hende, University of Amsterdam, The Netherlands
Ruth Mugge, Delft University of Technology, The Netherlands
NA - Advances in Consumer Research Volume 40 | 2012
Time-insensitive Budget Tracking: Nudging Consumers to Spread out Spending over Time
Liang Huang, University of Arizona, USA
Anastasiya Pocheptsova Ghosh, University of Arizona, USA
R1. How Consumers Deal With Brand Failure-An Individual Differences Approach
Melika Kordrostami, California State University-San Bernardino
Elika Kordrostami, Rowan University
Self-Deprecation Signals Humility, but Not as Much as Self-Deprecators Assume
Clayton R Critcher, University of California Berkeley, USA
Michael O'Donnell, University of California Berkeley, USA
Minah Jung, New York University, USA