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Conference Paper: I Need My Own Substance! Effects of Anthropomorphic Product Presentations on Brand Choice of Complementary Accessories
Title | I Need My Own Substance! Effects of Anthropomorphic Product Presentations on Brand Choice of Complementary Accessories |
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Authors | |
Issue Date | 2016 |
Publisher | Association for Consumer Research. The Journal's web site is located at https://www.acrwebsite.org/web/conferences/proceedings.aspx |
Citation | Association for Consumer Research North American Conference (ACR 2016), Berlin, Germany, 26-29 October 2016. In Advances in Consumer Research: North American Conference Proceedings, 2016, v. 44, p. 158-159 How to Cite? |
Abstract | We show that anthropomorphic presentations of a base product (e.g., making a Canon printer “talk” in a video advertisement) increase consumers’ choice share of complementary accessories from the same brand that provides the base product (e.g., Canon ink cartridges) over accessories from a different brand (e.g., Staples ink cartridges). |
Persistent Identifier | http://hdl.handle.net/10722/264619 |
ISSN | 2019 SCImago Journal Rankings: 0.139 |
DC Field | Value | Language |
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dc.contributor.author | Jia, HM | - |
dc.contributor.author | Kim, BK | - |
dc.contributor.author | Wan, WE | - |
dc.contributor.author | Park, CW | - |
dc.date.accessioned | 2018-10-22T07:57:57Z | - |
dc.date.available | 2018-10-22T07:57:57Z | - |
dc.date.issued | 2016 | - |
dc.identifier.citation | Association for Consumer Research North American Conference (ACR 2016), Berlin, Germany, 26-29 October 2016. In Advances in Consumer Research: North American Conference Proceedings, 2016, v. 44, p. 158-159 | - |
dc.identifier.issn | 0098-9258 | - |
dc.identifier.uri | http://hdl.handle.net/10722/264619 | - |
dc.description.abstract | We show that anthropomorphic presentations of a base product (e.g., making a Canon printer “talk” in a video advertisement) increase consumers’ choice share of complementary accessories from the same brand that provides the base product (e.g., Canon ink cartridges) over accessories from a different brand (e.g., Staples ink cartridges). | - |
dc.language | eng | - |
dc.publisher | Association for Consumer Research. The Journal's web site is located at https://www.acrwebsite.org/web/conferences/proceedings.aspx | - |
dc.relation.ispartof | Advances in Consumer Research | - |
dc.relation.ispartof | 2016 Association for Consumer Research North America Conference | - |
dc.title | I Need My Own Substance! Effects of Anthropomorphic Product Presentations on Brand Choice of Complementary Accessories | - |
dc.type | Conference_Paper | - |
dc.identifier.email | Jia, HM: mhjia@hku.hk | - |
dc.identifier.email | Wan, WE: ewan@business.hku.hk | - |
dc.identifier.authority | Jia, HM=rp02165 | - |
dc.identifier.authority | Wan, WE=rp01105 | - |
dc.identifier.hkuros | 294021 | - |
dc.identifier.volume | 44 | - |
dc.identifier.spage | 158 | - |
dc.identifier.epage | 159 | - |
dc.publisher.place | United States | - |
dc.identifier.issnl | 0098-9258 | - |