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
Share Proceeding
Featured papers
See MoreFeatured
Unexpected-Framing Effect: Impact of Framing a Product Benefit as Unexpected on Product Desire
Monica Wadhwa, INSEAD, Singapore
Christine Kim, Hong Kong University of Science and Technology
Amitava Chattopadhyay, INSEAD, Singapore
Wenbo Wang, Hong Kong University of Science and Technology
Featured
H7. Too Risky to Be Luxurious: Stigmatized Luxury Product Attributes Can Weaken or Increase Social Risk to Determine Conspicuous Consumption
Jerry Lewis Grimes, Grenoble Ecole de Management
Yan Meng, Grenoble Ecole de Management
Featured
Q3. Academic Branding on Social Media: Examining the Influence of Personal Brands on the Professor-Student Relationships
Edita Petrylaite, Northumbria University, UK
Darija Aleksic, University of Ljubljana