The Influence of Product Anthropomorphism on Comparative Judgment Strategy

A series of five experiments show that anthropomorphism of product alternatives increases the chance that consumers use an absolute judgment strategy (vs. dimension-by-dimension strategy) in comparative judgment. This effect is mediated by consumers’ perception of each anthropomorphized alternative as an integrated entity (vs. a bundle of attributes).



Citation:

Feifei Huang, Vincent Chi Wong, and Echo Wen Wan (2016) ,"The Influence of Product Anthropomorphism on Comparative Judgment Strategy", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 158-163.

Authors

Feifei Huang, Chinese University of Hong Kong, China
Vincent Chi Wong, Lingnan University, China
Echo Wen Wan, University of Hong Kong, China



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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