11N Partner Or Servant? How to Build Relationship With Feature-Rich Product and Feature-Poor Product
This research explores effects of anthropomorphism strategy for products' feature designing. The results indicated that feature-rich products with partner role will improve consumers' attitude towards the product, while feature-poor products with servant role will improve consumers' attitude towards the product. Product involvement will moderate effect. This study enriches consumer-brand relationship.
Zhou Qi and Yuanqiong He (2019) ,"11N Partner Or Servant? How to Build Relationship With Feature-Rich Product and Feature-Poor Product", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 987-987.
Zhou Qi, Huazhong University of Science and Technology, China
Yuanqiong He, Huazhong University of Science and Technology, China
NA - Advances in Consumer Research Volume 47 | 2019
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