File Download

There are no files associated with this item.

  Links for fulltext
     (May Require Subscription)
Supplementary

Article: The Influence of Product Anthropomorphism on Comparative Judgment

TitleThe Influence of Product Anthropomorphism on Comparative Judgment
Authors
Keywordsanthropomorphism
comparative judgment
absolute strategy
dimension-by-dimension strategy
Issue Date2020
PublisherOxford University Press. The Journal's web site is located at http://jcr.oxfordjournals.org/
Citation
Journal of Consumer Research, 2020, v. 46 n. 5, p. 936-955 How to Cite?
AbstractThe present research proposes a new perspective to investigate the effect of product anthropomorphism on consumers’ comparative judgment strategy in comparing two anthropomorphized (vs. two nonanthropomorphized) product options in a consideration set. Six experiments show that anthropomorphism increases consumers’ use of an absolute judgment strategy (vs. a dimension-by-dimension strategy) in comparative judgment, leading to increased preference for the option with a more favorable overall evaluation over the option with a greater number of superior dimensions. The effect is mediated by consumers’ perception of each anthropomorphized product alternative as an integrated entity rather than a bundle of separate attributes. The authors find the effect to be robust by directly tracing the process of participants’ information processing using MouseLab software and eye-tracking techniques, and by self-reported preferences and real consumption choices. Moreover, the effect is moderated by the motivation to seek maximized accuracy or ease. These studies have important implications for theories about anthropomorphism and comparative judgment as well as marketing practice.
Persistent Identifierhttp://hdl.handle.net/10722/281198
ISSN
2017 Impact Factor: 3.535
2015 SCImago Journal Rankings: 4.896
ISI Accession Number ID

 

DC FieldValueLanguage
dc.contributor.authorHuang, F-
dc.contributor.authorWong, VC-
dc.contributor.authorWan, EW-
dc.date.accessioned2020-03-09T09:51:27Z-
dc.date.available2020-03-09T09:51:27Z-
dc.date.issued2020-
dc.identifier.citationJournal of Consumer Research, 2020, v. 46 n. 5, p. 936-955-
dc.identifier.issn0093-5301-
dc.identifier.urihttp://hdl.handle.net/10722/281198-
dc.description.abstractThe present research proposes a new perspective to investigate the effect of product anthropomorphism on consumers’ comparative judgment strategy in comparing two anthropomorphized (vs. two nonanthropomorphized) product options in a consideration set. Six experiments show that anthropomorphism increases consumers’ use of an absolute judgment strategy (vs. a dimension-by-dimension strategy) in comparative judgment, leading to increased preference for the option with a more favorable overall evaluation over the option with a greater number of superior dimensions. The effect is mediated by consumers’ perception of each anthropomorphized product alternative as an integrated entity rather than a bundle of separate attributes. The authors find the effect to be robust by directly tracing the process of participants’ information processing using MouseLab software and eye-tracking techniques, and by self-reported preferences and real consumption choices. Moreover, the effect is moderated by the motivation to seek maximized accuracy or ease. These studies have important implications for theories about anthropomorphism and comparative judgment as well as marketing practice.-
dc.languageeng-
dc.publisherOxford University Press. The Journal's web site is located at http://jcr.oxfordjournals.org/-
dc.relation.ispartofJournal of Consumer Research-
dc.rightsPre-print: Journal Title] ©: [year] [owner as specified on the article] Published by Oxford University Press [on behalf of xxxxxx]. All rights reserved. Pre-print (Once an article is published, preprint notice should be amended to): This is an electronic version of an article published in [include the complete citation information for the final version of the Article as published in the print edition of the Journal.] Post-print: This is a pre-copy-editing, author-produced PDF of an article accepted for publication in [insert journal title] following peer review. The definitive publisher-authenticated version [insert complete citation information here] is available online at: xxxxxxx [insert URL that the author will receive upon publication here].-
dc.subjectanthropomorphism-
dc.subjectcomparative judgment-
dc.subjectabsolute strategy-
dc.subjectdimension-by-dimension strategy-
dc.titleThe Influence of Product Anthropomorphism on Comparative Judgment-
dc.typeArticle-
dc.identifier.emailWan, EW: ewwan@hku.hk-
dc.identifier.authorityWan, EW=rp01105-
dc.description.naturelink_to_subscribed_fulltext-
dc.identifier.doi10.1093/jcr/ucz028-
dc.identifier.hkuros309338-
dc.identifier.volume46-
dc.identifier.issue5-
dc.identifier.spage936-
dc.identifier.epage955-
dc.identifier.isiWOS:000507377400007-
dc.publisher.placeUnited Kingdom-

Export via OAI-PMH Interface in XML Formats


OR


Export to Other Non-XML Formats