The Impact of Product Anthropomorphism on Price-Quality Judgments: the Mediating Role of Communal Norm Salience
Four experiments systematically demonstrate that product anthropomorphism significantly reduces the extent to which consumers engage in price-quality judgments mediated by higher salience of communal relationship norms associated with anthropomorphic products (vs. non-anthropomorphic products). Further, the impact of anthropomorphism on price-quality judgments gets reversed for individuals with vertical-collectivist cultural orientation.
Amogh Kumbargeri, Arvind Sahay, and Sanjeev Tripathi (2021) ,"The Impact of Product Anthropomorphism on Price-Quality Judgments: the Mediating Role of Communal Norm Salience", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 402-403.
Amogh Kumbargeri, Indian Institute of Management Ahmedabad
Arvind Sahay, Indian Institute of Management Ahmedabad
Sanjeev Tripathi, Indian Institute of Management, Indore
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