When Humans Consume Humanlike Animals: Anthropomorphism, Power, and Cruelty-Free Consumption

The interaction of anthropomorphism of animals and consumers’ sense of power explains preference and attitude towards cruelty-free products. The research suggests low-power individuals engage in prosocial behavior selectively, depending on perceived similarity with the beneficiary.


Ji Myoung Danny Kim and Sunyee Yoon (2018) ,"When Humans Consume Humanlike Animals: Anthropomorphism, Power, and Cruelty-Free Consumption", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 943-943.


Ji Myoung Danny Kim, University at Buffalo
Sunyee Yoon, University at Buffalo


NA - Advances in Consumer Research Volume 46 | 2018

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