File Download
There are no files associated with this item.
Links for fulltext
(May Require Subscription)
- Publisher Website: 10.1093/jcr/ucz028
- Scopus: eid_2-s2.0-85079750495
- WOS: WOS:000507377400007
- Find via
Supplementary
- Citations:
- Appears in Collections:
Article: The Influence of Product Anthropomorphism on Comparative Judgment
Title | The Influence of Product Anthropomorphism on Comparative Judgment |
---|---|
Authors | |
Keywords | anthropomorphism comparative judgment absolute strategy dimension-by-dimension strategy |
Issue Date | 2020 |
Publisher | Oxford 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? |
Abstract | The 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 Identifier | http://hdl.handle.net/10722/281198 |
ISSN | 2023 Impact Factor: 5.7 2023 SCImago Journal Rankings: 5.428 |
ISI Accession Number ID |
DC Field | Value | Language |
---|---|---|
dc.contributor.author | Huang, F | - |
dc.contributor.author | Wong, VC | - |
dc.contributor.author | Wan, EW | - |
dc.date.accessioned | 2020-03-09T09:51:27Z | - |
dc.date.available | 2020-03-09T09:51:27Z | - |
dc.date.issued | 2020 | - |
dc.identifier.citation | Journal of Consumer Research, 2020, v. 46 n. 5, p. 936-955 | - |
dc.identifier.issn | 0093-5301 | - |
dc.identifier.uri | http://hdl.handle.net/10722/281198 | - |
dc.description.abstract | The 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.language | eng | - |
dc.publisher | Oxford University Press. The Journal's web site is located at http://jcr.oxfordjournals.org/ | - |
dc.relation.ispartof | Journal of Consumer Research | - |
dc.rights | Pre-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.subject | anthropomorphism | - |
dc.subject | comparative judgment | - |
dc.subject | absolute strategy | - |
dc.subject | dimension-by-dimension strategy | - |
dc.title | The Influence of Product Anthropomorphism on Comparative Judgment | - |
dc.type | Article | - |
dc.identifier.email | Wan, EW: ewwan@hku.hk | - |
dc.identifier.authority | Wan, EW=rp01105 | - |
dc.description.nature | link_to_subscribed_fulltext | - |
dc.identifier.doi | 10.1093/jcr/ucz028 | - |
dc.identifier.scopus | eid_2-s2.0-85079750495 | - |
dc.identifier.hkuros | 309338 | - |
dc.identifier.volume | 46 | - |
dc.identifier.issue | 5 | - |
dc.identifier.spage | 936 | - |
dc.identifier.epage | 955 | - |
dc.identifier.isi | WOS:000507377400007 | - |
dc.publisher.place | United Kingdom | - |
dc.identifier.issnl | 0093-5301 | - |