H1. How Anthropomorphized Roles Influence Consumers' Attitude Towards Innovative Products
This research explores effects of anthropomorphism strategy for innovative products. The results indicated that friend role is more suitable for ergonomic innovative product, while servant role is more suitable for feature innovative product. Meanwhile, perceived product innovativeness by consumers will moderate this effects. This study enriches the field of anthropomorphism.
yuanqiong He and Zhou Qi (2018) ,"H1. How Anthropomorphized Roles Influence Consumers' Attitude Towards Innovative Products", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 908-908.
yuanqiong He, Huazhong University of Science and Technology, China
Zhou Qi, Huazhong University of Science and Technology, China
NA - Advances in Consumer Research Volume 46 | 2018
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
The Effects of Glossy Versus Matte Imagery on Consumers’ Decision Making
Yoonho Jin, INSEAD, Singapore
Amitava Chattopadhyay, INSEAD, Singapore
Doing it the Hard Way: More Effortful Saving Leads to Less Investing
Joshua I Morris, Stanford University, USA
Szu-chi Huang, Stanford University, USA
Christopher Bechler, Stanford University, USA