Get Away! the Effects of Pest Anthropomorphism on Consumer Willingness to Purchase Healthcare Products
Three studies, including one field experiment, demonstrate that consumers will be more willing to purchase the healthcare product when the pest on the advertising is anthropomorphized than when not anthropomorphized, and perceived threat mediates the effects. Pest type and facial expressions are the boundary conditions.
Wen-Hsien Huang, Chun-Ming Yang, and Wan-Jing Chou (2019) ,"Get Away! the Effects of Pest Anthropomorphism on Consumer Willingness to Purchase Healthcare Products", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 635-636.
Wen-Hsien Huang, National Chung Hsing University, Taiwan
Chun-Ming Yang, Ming Chuan University, Taiwan
Wan-Jing Chou, National Chung Hsing University, Taiwan
NA - Advances in Consumer Research Volume 47 | 2019
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