Once Bitten, Twice Shy: Differences in Social Efficacy Affect the Perceived Efficacy of Anthropomorphizable Products

Our research assesses whether disappointment in social interactions leads to spillover effects towards pre-purchase evaluations of anthropomorphic products. We show that low social efficacy, chronic and induced, leads to reduced estimates of anthropomorphized products’ ability to fulfill their designed function – but not that of nonanthropomorphic products.



Citation:

Bart Claus and Luk Warlop (2011) ,"Once Bitten, Twice Shy: Differences in Social Efficacy Affect the Perceived Efficacy of Anthropomorphizable Products ", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.

Authors

Bart Claus, K.U. Leuven, Belgium
Luk Warlop, K.U. Leuven, Belgium



Volume

NA - Advances in Consumer Research Volume 38 | 2011



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