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
P7. Consumer Evaluations of Sale Prices: The Role of the Spatial Representation of Time
Yaeeun Kim, Temple University, USA
Joydeep Srivastava, Temple University, USA
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Linda Hagen, University of Southern California, USA
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Alberto Lopez, Tecnológico de Monterrey, MEXICO
Rachel Rodriguez, Tecnológico de Monterrey, MEXICO
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