Teasing Out Need For Affiliation and Need For Control in Preference For Anthropomorphized Products

Prior research showed that social exclusion increases preference for anthropomorphized products. Yet, the exact motivation is unclear because social exclusion can heighten both affiliation need and control need. Using a new manipulation, we add to the literature by showing need for affiliation alone can drive preference for anthropomorphized products.



Citation:

Shirley Y. Y. Cheng and Sau Lai Lee (2014) ,"Teasing Out Need For Affiliation and Need For Control in Preference For Anthropomorphized Products", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 777-777.

Authors

Shirley Y. Y. Cheng, Hong Kong Baptist University
Sau Lai Lee, Hong Kong Baptist University



Volume

NA - Advances in Consumer Research Volume 42 | 2014



Share Proceeding

Featured papers

See More

Featured

Surprise! The Positive Impact of Uncertainty on the Evaluation of Experiential Purchases

Iñigo Gallo, IESE Business School
LILY JAMPOL, Queen Mary University of London
Alberto Rampullo, IESE Business School
Thomas Gilovich, Cornell University, USA

Read More

Featured

H7. Too Risky to Be Luxurious: Stigmatized Luxury Product Attributes Can Weaken or Increase Social Risk to Determine Conspicuous Consumption

Jerry Lewis Grimes, Grenoble Ecole de Management
Yan Meng, Grenoble Ecole de Management

Read More

Featured

O5. The Effect of Synchrony on Non-Human Objects Involved in the Synchronous Performance

Xiaoyin YE, Xiamen University
Jun YE, Xiamen University

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.