The Influence of Anthropomorphism on Choosing Multiple Products From an Assortment

This research finds that anthropomorphism (vs. non-anthropomorphism) leads consumers to choose a whole set of products from an assortment, even at the cost of at the cost of including less-preferred options. This effect occurs because anthropomorphism promotes a holistic thinking style, which is good at identifying relationships between objects.



Citation:

Rocky Peng Chen and Echo Wen Wan (2017) ,"The Influence of Anthropomorphism on Choosing Multiple Products From an Assortment", 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

Rocky Peng Chen, Hong Kong Baptist University, Hong Kong
Echo Wen Wan, University of Hong Kong, Hong Kong



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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