Work With Me Or For Me: the Influence of Implicit Self-Theories on the Preference of Anthropomorphized Products

Three studies show that consumers’ implicit theories of personality interact with anthropomorphized product roles when relating to consumer preference. Specifically, incremental (entity) theorists prefer a product that portrays as a partner (servant) more since it fits their mastery (performance) goal orientation. This effect is moderated by task difficulty.



Citation:

Chien-Wei Lin and Dipankar Rai (2016) ,"Work With Me Or For Me: the Influence of Implicit Self-Theories on the Preference of Anthropomorphized Products", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 746-746.

Authors

Chien-Wei Lin, State University of New York at Oneonta, USA
Dipankar Rai, LeMoyne College, USA



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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