Title

The influence of product anthropomorphism on comparative judgment strategy

Document Type

Conference paper

Source Publication

47th Annual Association for Consumer Research Conference

Publication Date

10-2016

Publisher

Association for Consumer Research

Abstract

A series of five experiments show that anthropomorphism of product alternatives increases the chance that consumers use an absolute judgment strategy (vs. dimension-by-dimension strategy) in comparative judgment. This effect is mediated by consumers’ perception of each anthropomorphized alternative as an integrated entity (vs. a bundle of attributes).

Full-text Version

Publisher’s Version

Language

English

Recommended Citation

Huang, F., Wong, V. C., & Wan, E. W. (2016, October). The influence of product anthropomorphism on comparative judgment strategy. Paper presented at the 47th Annual Association for Consumer Research Conference, Berlin, Germany.

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