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
Share Proceeding
Featured papers
See MoreFeatured
Personal Budgeting: Does It Work?
Christina Kan, Texas A&M University, USA
Philip M. Fernbach, University of Colorado, USA
John Lynch, University of Colorado, USA
Featured
Bundle Variety and Preference: A Neuromarketing Study Using Event-Related Potentials
Ruyi Qiu, Tsinghua University
Xiaoang Wan, Tsinghua University
Featured
Machine Talk: How Conversational Chatbots Promote Brand Intimacy and Influence Consumer Choice
Thomas Hilden, University of Geneva, Switzerland
Christian Hildebrand, University of Geneva, Switzerland
Gerald Häubl, University of Alberta, Canada