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

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

Featured

The Ex-Money Effect: When and Why People Feel Connected to Outcomes that Involve Money They Previously Had

Charis Li, University of Florida, USA
Yanping Tu, University of Florida, USA

Read More

Featured

More than just a number: The negative effect of 100% claims

Nira Munichor, Bar-Ilan University
Liat Levontin, Technion University, Israel

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.