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.
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.
Qiang Zhou, University of Texas at San Antonio, USA
Dengfeng Yan, University of Texas at San Antonio, USA
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
Brands as Mediators: A Research Agenda
Philipp K. Wegerer, University of Innsbruck, Austria
F3. The Dark Side of Happy Brands: A Case Study of Newport Cigarette Advertising
Timothy Dewhirst, University of Guelph, Canada
Wonkyong Beth Lee, Western University, Canada