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
Psychological Reactions to Human Versus Robotic Job Replacement
Armin Granulo, Technical University of Munich
Christopher Fuchs, Technical University of Munich
Stefano Puntoni, Erasmus University Rotterdam, The Netherlands
To Apologize, or Not to Apologize? That is A Question - How Should an Organization Respond to Executive Employees’ Private Life Misconduct?
Zayed Bin Islam, University of Guelph, Canada
Juan Wang, University of Guelph, Canada
Towhidul Islam, University of Guelph, Canada
A8. Do You Accept The Terms And Conditions? The Role Of Trust And Hedonic Content On Self-Disclosure To Apps
Carla Freitas Silveira Netto, UFRGS
Simoni F Rohden, UFRGS
Marina de Wallau Lugoch, Federal University of Rio Grande do Sul (UFRGS)
Natalia Englert, UFRGS
Valentina Ortiz Ubal, Universidade Federal do Rio Grande do Sul (UFRGS)