The Influence of Product Anthropomorphism on Comparative Judgment
| Autor: | Vincent Chi Wong, Echo Wen Wan, Feifei Huang |
|---|---|
| Rok vydání: | 2019 |
| Předmět: |
Marketing
Consumption (economics) Economics and Econometrics Process (engineering) media_common.quotation_subject Perspective (graphical) Information processing Consideration set Preference Arts and Humanities (miscellaneous) Anthropology Perception Product (category theory) Business and International Management Psychology Cognitive psychology media_common |
| Zdroj: | Journal of Consumer Research. |
| ISSN: | 1537-5277 0093-5301 |
| DOI: | 10.1093/jcr/ucz028 |
| Popis: | 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. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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