J15. the Deliberation Effect on the Judgment and Choice of Anthropomorphized Products
The study investigated the anthropomorphized products’ effect on purchase intention and choice and the moderating role of deliberation and rational personality. The first study demonstrates that personifying a product leads to higher purchase intention through product’s anthropomorphization. Studies two and three show that deliberating inhibits the anthropomorphization process.
Citation:
Juliana M. Batista and Jose Mauro C. Hernandez (2018) ,"J15. the Deliberation Effect on the Judgment and Choice of Anthropomorphized Products", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 900-900.
Authors
Juliana M. Batista, EAESP Fundação Getúlio Vargas
Jose Mauro C. Hernandez, Centro Universitário FEI
Volume
NA - Advances in Consumer Research Volume 46 | 2018
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