Beauty (Value) Is in the Eye of the Beholder: How Anthropomorphism Affects the Pricing of Used Products

This research demonstrates that brand anthropomorphization increases selling prices and decreases buying prices for used products. A buyer’s creative mindset attenuates the negative impact of brand anthropomorphization on buying prices, whereas a seller’s favorable attitude toward the past enhances its positive impact on selling prices of used products.



Citation:

Junhee Kim, Marina Puzakova, Hyokjin Kwak, and Haeyoung Jeong (2017) ,"Beauty (Value) Is in the Eye of the Beholder: How Anthropomorphism Affects the Pricing of Used Products", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 350-355.

Authors

Junhee Kim, Drexel University, USA
Marina Puzakova, Lehigh University, USA
Hyokjin Kwak, Drexel University, USA
Haeyoung Jeong, Drexel University, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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