Will You Warm Me Up: Consumer Prefer Anthropomorphized Products When the Temperature Is Low
Two studies find that low temperature cause people to prefer anthropomorphized products, especially when the possession-self link is high. Moreover, we also find that need for affiliation mediate this relationship. This research contributes to the literature by bridging anthropomorphism and embodied cognition literature, and provides new practical and theoretical insights.
Chun-Ming Yang and Wen-Hsien Huang (2015) ,"Will You Warm Me Up: Consumer Prefer Anthropomorphized Products When the Temperature Is Low", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 333-333.
Chun-Ming Yang, Ming Chuan University, Taiwan
Wen-Hsien Huang, National Chung Hsing University, Taiwan.
AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015
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