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
Robo-Advising: Algorithm Appreciation
Jennifer Logg, Harvard Business School, USA
Julia Minson, Harvard Business School, USA
Don Moore, University of California Berkeley, USA
Featured
The Asymmetry between Time and Money Compensation effect when feeling Scarcity: Time helps the Money Poor, but Money doesn’t help the Time Poor
Jane So, University of Washington, USA
Nidhi Agrawal, University of Washington, USA
Featured
I13. Ambient Light, Gender, and Creativity
Courtney Szocs, Louisiana State University, USA
Franziska Metz, EBS
Dipayan Biswas, University of South Florida, USA