The Impact of Anthropomorphized Cute Brands on Consumer Preferences For Distinctive and Majority-Endorsed Products

Does exposure to anthropomorphized cute brands affect preferences for other brands during a subsequent shopping task? While men’s exposure to anthropomorphized cute brands decreases their preference for distinctive brands, it enhances their preference for majority-endorsed brands. The reason is that anthropomorphized cute brands threaten men’s identity and activate self-protective responses.



Citation:

Marina Puzakova and Nevena T Koukova (2018) ,"The Impact of Anthropomorphized Cute Brands on Consumer Preferences For Distinctive and Majority-Endorsed Products", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 756-757.

Authors

Marina Puzakova, Lehigh University
Nevena T Koukova, Lehigh University



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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