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.



Citation:

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.

Authors

Jing Wan, University of Groningen, The Netherlands
Pankaj Aggarwal, University of Toronto, Canada



Volume

NA - Advances in Consumer Research Volume 47 | 2019



Share Proceeding

Featured papers

See More

Featured

A Theory of Goal Maintenance: A Distinct and Vivid Pre-Goal Self Predicts Post-Goal Maintenance Behavior

Elicia John, University of California Los Angeles, USA
Hal Hershfield, University of California Los Angeles, USA
Suzanne Shu, University of California Los Angeles, USA

Read More

Featured

Testing Theories of Goal Progress within Online Learning

Tong Lu, University of Pennsylvania, USA
Eric Bradlow, University of Pennsylvania, USA
Wesley Hutchinson, University of Pennsylvania, USA

Read More

Featured

N10. How Does It Make You Feel? Emotional Reasoning and Consumer Decisions

Andrea Rochelle Bennett, University of North Texas
Blair Kidwell, University of North Texas
Jonathan Hasford, University of Central Florida, USA
David Hardesty, University of Kentucky, USA
Molly Burchett, University of Kentucky, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.