16G Choose Me, I Can Make You Safe! the Effect of Self-Protection Motivation on Consumer Preference For Anthropomorphized Products
In the current research, we propose that anthropomorphized products can also help consumers cope with fears from physical threats and restore their feeling of the safety with the provision of the companionship. Using two studies, we showed the initial evidence of the predicted relationship and explored a boundary condition.
Han Ma, Narayan Janakiraman, and Franklin Velasco (2019) ,"16G Choose Me, I Can Make You Safe! the Effect of Self-Protection Motivation on Consumer Preference For 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: 982-982.
Han Ma, University of Texas at Arlington, USA
Narayan Janakiraman, University of Texas at Arlington, USA
Franklin Velasco, Universidad San Francisco de Quito, Ecuador
NA - Advances in Consumer Research Volume 47 | 2019
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