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
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