Products Are People Too! Making Taboo Trade-Offs With Anthropomorphized Products
People are averse to making taboo trade-offs—that is, exchanging sacred human values for secular monetary values. We suggest that making these trade-offs will also be a taboo for anthropomorphized products. We find that consumers choose monetarily inferior options when buying and selling anthropomorphized products and facing such taboo trade-offs.
Jing Wan and Pankaj Aggarwal (2019) ,"Products Are People Too! Making Taboo Trade-Offs With Anthropomorphized Products", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 321-331.
Jing Wan, University of Groningen, The Netherlands
Pankaj Aggarwal, University of Toronto, Canada
NA - Advances in Consumer Research Volume 47 | 2019
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