3K Soul Inside the Machine: Product Morphology Influences Perception of Immaterial Qualities and Consumer Valuation

When is an object valued for its physical materials and functionality, and when is an object valued for its immaterial qualities? We use an object morphology framework to show that non-intuitive physical features of an object can elicit perceptions of immaterial qualities and increase valuation for the object.



Citation:

Sumitra Auschaitrakul, Dan King, and Ashesh Mukherjee (2019) ,"3K Soul Inside the Machine: Product Morphology Influences Perception of Immaterial Qualities and Consumer Valuation", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 957-957.

Authors

Sumitra Auschaitrakul, University of the Thai Chamber of Commerce, Thailand
Dan King, University of Texas Rio Grande Valley, USA
Ashesh Mukherjee, McGill University, Canada



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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