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



Share Proceeding

Featured papers

See More

Featured

When the Ends Do Not Justify Paying for the Means: Consumers Prefer Shifting Costs from Means to Goals

Franklin Shaddy, University of Chicago, USA
Ayelet Fishbach, University of Chicago, USA

Read More

Featured

L1. The Effects of Cultural Syndromes on Customers’ Responses to Service Failures: A Perspective-Flexibility-Based Mechanism

Vincent Chi Wong, Lingnan University
Robert Wyer Jr., University of Cincinnati, USA

Read More

Featured

Parallel practices of visual domination and subversion

Veronika Kadomskaia, Monash University, Australia
Jan Brace-Govan, Monash University, Australia
Angela Gracia B. Cruz, Monash University, Australia

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.