Evaluating Anthropomorphized Products Less Positively: “Shame on Me!”

Four studies demonstrate that experiencing shame (vs. fear, sadness, or neutral emotion) decreases consumers’ preference for anthropomorphized products. The effect is driven by a heightened desire to avoid social contact, and is stronger for consumers with interdependent (vs. independent) self-construal and for products consumed in private (vs. public).


Ping Dong and Pankaj Aggarwal (2016) ,"Evaluating Anthropomorphized Products Less Positively: “Shame on Me!”", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 158-163.


Ping Dong, University of Toronto, Canada
Pankaj Aggarwal, University of Toronto, Canada


NA - Advances in Consumer Research Volume 44 | 2016

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