The Influence of Product Anthropomorphism on Comparative Judgment
Research output: Journal Publications and Reviews (RGC: 21, 22, 62) › 21_Publication in refereed journal › peer-review
Author(s)
Related Research Unit(s)
Detail(s)
Original language | English |
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Pages (from-to) | 936-955 |
Number of pages | 20 |
Journal / Publication | Journal of Consumer Research |
Volume | 46 |
Issue number | 5 |
Online published | 16 Jul 2019 |
Publication status | Published - Feb 2020 |
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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.
Research Area(s)
- anthropomorphism, comparative judgment, absolute strategy, dimension-by-dimension strategy
Citation Format(s)
The Influence of Product Anthropomorphism on Comparative Judgment. / Huang, Feifei; Wong, Vincent Chi; Wan, Echo Wen.
In: Journal of Consumer Research, Vol. 46, No. 5, 02.2020, p. 936-955.
In: Journal of Consumer Research, Vol. 46, No. 5, 02.2020, p. 936-955.
Research output: Journal Publications and Reviews (RGC: 21, 22, 62) › 21_Publication in refereed journal › peer-review