11K a Poor Man Is a Suspicious Man? Effects of Scarcity on Products With Handwritten Typefaces

Previous research shows that handwritten typefaces create perceptions of human presence. This research shows that because consumers high (vs. low) in scarcity consider other people as less trustworthy, they evaluate products with handwritten typefaces less favorably. In consequence, they prefer products with machine-written typefaces over those with handwritten typefaces.


Yue Zhao and Yunhui Huang (2019) ,"11K a Poor Man Is a Suspicious Man? Effects of Scarcity on Products With Handwritten Typefaces", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 1003-1003.


Yue Zhao, Nanjing University, China
Yunhui Huang, Nanjing University, China


NA - Advances in Consumer Research Volume 47 | 2019

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