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.
Citation:
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.
Authors
yuanqiong He, Huazhong University of Science and Technology, China
Zhou Qi, Huazhong University of Science and Technology, China
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
“But, will you think it's important to use mouthwash?” How Visual Communication of a Set Impacts Perceived Set Completeness and Item Importance
Miaolei (Liam) Jia, University of Warwick, United Kingdom
Xiuping Li, National University of Singapore, Singapore
aradhna krishna, University of Michigan, USA
Featured
Growing Up Rich and Insecure Makes Objects Seem Human: Childhood Material and Social Environments Predict Anthropomorphism
Jodie Whelan, York University, Canada
Sean T. Hingston, York University, Canada
Matthew Thomson, Western University, Canada
Allison R. Johnson, Western University, Canada
Featured
H6. The Influence of Anthropomorphized Service Toolkit on Consumer Satisfaction in Service Coproduction
Rocky Peng Chen, Hong Kong Baptist University
Kimmy Chan, Hong Kong Baptist University