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.



Citation:

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: .

Authors

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



Volume

NA - Advances in Consumer Research Volume 41 | 2013



Share Proceeding

Featured papers

See More

Featured

Brands as Mediators: A Research Agenda

Philipp K. Wegerer, University of Innsbruck, Austria

Read More

Featured

Is Warm Always Trusting? The Effect of Seasonality on Trustworthiness

Gretchen Wilroy, Pennsylvania State University, USA
Margaret Meloy, Pennsylvania State University, USA
Simon Blanchard, Georgetown University, USA

Read More

Featured

The Unbearable Smallness of Being: How Feeling Physical Small Influences Decision Delegation

Eunyoung Camilla Song, University of Florida, USA
Yanping Tu, University of Florida, USA
Rima Touré-Tillery, Northwestern University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.