The Influence of Power on Preference For Anthropomorphized Brands Depends on Perceived Competence
This research shows that the causal relationship between power and preference for anthropomorphized brands depends on consumers’ perceived competence. When perceived competence was high (vs. low), power drove preference for servant brands. However, when perceived competence was low (vs. high), power holders avoided partner brands.
Jamel Khenfer, Steven Shepherd, and Olivier Trendel (2018) ,"The Influence of Power on Preference For Anthropomorphized Brands Depends on Perceived Competence", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 75-76.
Jamel Khenfer, Zayed University, United Arab Emirates
Steven Shepherd, Oklahoma State University, USA
Olivier Trendel, Grenoble Ecole de Management, France
E - European Advances in Consumer Research Volume 11 | 2018
M11. Motivated to Be Moral: The Effect of Nostalgia on Consumers’ Recycling Behavior
Xiadan Zhang, Renmin University of China
Xiushuang Gong, Jiangnan University
Jing Jiang, Renmin University of China
When Too much “I” is Bad for “Us”: The Detrimental Effect of Selfie on Self -Brand Connection.
MEHAK BHARTI, Nanyang Technological University, Singapore
Sharon Ng, Nanyang Technological University, Singapore
A10. Opting Opt-in or Out? Effects of Defaults on Perceived Control and Valuation of Personal Data
Iris van Ooijen, University of Twente