2-U: the Effect of Healthcare Product Type and Anthropomorphized Brand Role on Consumer Judgments

Drugs and dietary supplements are now often available in the same distribution channels. Drugs are heavily-regulated medical products, while dietary supplements are lightly-regulated food products. This paper explores whether anthropomorphized brand role (servant versus partner) changes perceptions about these products and intentions to engage in healthy behaviors.



Citation:

Jiyoon An and Daniel Sheinin (2017) ,"2-U: the Effect of Healthcare Product Type and Anthropomorphized Brand Role on Consumer Judgments", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1012-1012.

Authors

Jiyoon An, University of Rhode Island, USA
Daniel Sheinin, University of Rhode Island, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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