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.
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.
Marina Puzakova, Lehigh University
Nevena T Koukova, Lehigh University
NA - Advances in Consumer Research Volume 46 | 2018
The Secrecy Effect: Secret Consumption Polarizes Product Evaluations
Maria A Rodas, University of Minnesota, USA
Deborah Roedder John, University of Minnesota, USA
D9. Consumption Closure as a Driver of Positive Word of Mouth
Christina Saenger, Youngstown State University
Veronica Thomas, Towson University
H12. Does Economic Development Influence Consumer Innovativeness?
Fuchun Zhan, University of Wisconsin - Madison, USA
Nancy Wong, University of Wisconsin - Madison, USA
Julie Anne Lee, University of Western Australia