H4. Anthropomorphism Moderates the Effect of Ownership on Self Perceptions

Previous literature has shown that consumers often perceive themselves to have the characteristics of the products that they own. We proposed and found that this effect is mitigated by anthropomorphism because individuals are less likely to include a product into the self-category once it is anthropomorphized.



Citation:

Qiang Zhou and Dengfeng Yan (2018) ,"H4. Anthropomorphism Moderates the Effect of Ownership on Self Perceptions", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 939-939.

Authors

Qiang Zhou, University of Texas at San Antonio, USA
Dengfeng Yan, University of Texas at San Antonio, USA



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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