Products As Consumption Companions: How Culture Influences Consumer Responses to Anthropomorphic Products

This research finds that collectivistic consumers show exaggerated preference for anthropomorphic products, because these products represent social surrogates allowing for more communal consumption experiences. The effect holds across various product categories, regardless of whether collectivistic thinking is measured, primed, or operationalized based on ethnicity. Theoretical and practical implications are discussed.


Sara Baskentli, Rhonda Hadi, and Leonard Lee (2019) ,"Products As Consumption Companions: How Culture Influences Consumer Responses to Anthropomorphic Products", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 450-451.


Sara Baskentli, Western Washington University, USA
Rhonda Hadi, Oxford University, UK
Leonard Lee, National University of Singapore, Singapore


NA - Advances in Consumer Research Volume 47 | 2019

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