When and how virus anthropomorphism intensifies consumer stigma toward patients
Research output: Chapters, Conference Papers, Creative and Literary Works › RGC 32 - Refereed conference paper (with host publication) › peer-review
Author(s)
Related Research Unit(s)
Detail(s)
Original language | English |
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Title of host publication | Advances in Consumer Research |
Publisher | Association for Consumer Research |
Pages | 78 |
Volume | 50 |
ISBN (electronic) | 978-0-915552-84-9 |
Publication status | Published - Oct 2022 |
Publication series
Name | Advances in Consumer Research |
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ISSN (Print) | 0098-9258 |
Conference
Title | 53rd Annual Conference of the Association for Consumer Research (ACR 2022) |
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Location | Sheraton Downtown |
Place | United States |
City | Denver |
Period | 20 - 22 October 2022 |
Link(s)
Permanent Link | https://scholars.cityu.edu.hk/en/publications/publication(f54585c0-0369-4348-99b6-8eb8aaab44cb).html |
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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).
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 Works › RGC 32 - Refereed conference paper (with host publication) › peer-review