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.


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.


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


NA - Advances in Consumer Research Volume 45 | 2017

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