When and how virus anthropomorphism intensifies consumer stigma toward patients

Research output: Chapters, Conference Papers, Creative and Literary WorksRGC 32 - Refereed conference paper (with host publication)peer-review

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Author(s)

  • Jiancai Liao
  • Jingya Huang
  • Lei Su

Related Research Unit(s)

Detail(s)

Original languageEnglish
Title of host publicationAdvances in Consumer Research
PublisherAssociation for Consumer Research
Pages78
Volume50
ISBN (electronic)978-0-915552-84-9
Publication statusPublished - Oct 2022

Publication series

NameAdvances in Consumer Research
ISSN (Print)0098-9258

Conference

Title53rd Annual Conference of the Association for Consumer Research (ACR 2022)
LocationSheraton Downtown
PlaceUnited States
CityDenver
Period20 - 22 October 2022

Abstract

Stigma is defined as "a mark placed on a person, place, technology, or product associated with a particular attribute that identifies it as different and deviant, flawed or undesirable" and results in elevated risk perceptions. Here, Liao et al argue that an anthropomorphized virus (vs. non- anthropomorphized) is less random and more likely to serve as a social marker. This makes sense because anthropomorphism has been proved as a powerful tool to access human schema, apply social norm and make social belief more available. They argue that virus anthropomorphism (vs. non-anthropomorphism) can lead to greater stigma toward patients. Furthermore, they demonstrate that defensive attribution is the underlying mechanism. © Association for Consumer Research 2022

Bibliographic Note

Full text of this publication does not contain sufficient affiliation information. With consent from the author(s) concerned, the Research Unit(s) information for this record is based on the existing academic department affiliation of the author(s).

Citation Format(s)

When and how virus anthropomorphism intensifies consumer stigma toward patients. / Liao, Jiancai; Huang, Jingya; Su, Lei.
Advances in Consumer Research. Vol. 50 Association for Consumer Research, 2022. p. 78 (Advances in Consumer Research).

Research output: Chapters, Conference Papers, Creative and Literary WorksRGC 32 - Refereed conference paper (with host publication)peer-review