11M Rudy the Rutabaga: How Anthropomorphic Naming Increases Purchase Intentions For Irregular Produce

In Study 1, we show that consumer buying intentions can be enhanced by giving irregular fruits anthropomorphic names, but the effect does not hold for regular fruits. In Study 2, we demonstrate that the effect occurs for large corporate farms but not for small local farms.



Citation:

Kacy Kim, Nathan Yoon, and Danae Manika (2019) ,"11M Rudy the Rutabaga: How Anthropomorphic Naming Increases Purchase Intentions For Irregular Produce", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 978-978.

Authors

Kacy Kim, Bryant University, USA
Nathan Yoon, Sharon High School, USA
Danae Manika, Newcastle University, UK



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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