The influence of product anthropomorphism on comparative judgment strategy
47th Annual Association for Consumer Research Conference
Association for Consumer Research
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).
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.