Better Not Smile At the Price: the Contradictory Role of Brand Anthropomorphization on Price Fairness

The results demonstrate that consumers form more negative attributions of price fairness when a brand is anthropomorphized (vs. non-anthropomorphized) with a price increase (vs. decrease). Consumer self-construal moderates this effect. Inferences of a brand’s motive for a price change explain the pattern of results.


Marina Puzakova, Hyokjin Kwak, and Joseph F. Rocereto (2013) ,"Better Not Smile At the Price: the Contradictory Role of Brand Anthropomorphization on Price Fairness", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research, Pages: .


Marina Puzakova, Oregon State University, USA
Hyokjin Kwak, Drexel University, USA
Joseph F. Rocereto, Monmouth University, USA


NA - Advances in Consumer Research Volume 41 | 2013

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