期刊
JOURNAL OF CONSUMER RESEARCH
卷 43, 期 6, 页码 1008-1030出版社
OXFORD UNIV PRESS INC
DOI: 10.1093/jcr/ucw074
关键词
anthropomorphism; appearance attribute; functional attribute; consumer preference
类别
资金
- Hong Kong SAR RGC General Research Fund [HKU792613B]
- NSFC [71422005, 71432001]
- HKU-Fudan IMBA Joint Research Fund [JRF12_1201]
The present research finds that anthropomorphism, or attributing human characteristics to nonhuman objects, increases consumers' preference for products with superior appearance. This effect occurs because consumers apply the belief of beautiful is good, a pervasive stereotype in person perception, to the judgment of anthropomorphized products. Seven experiments test the propositions. The results show that product anthropomorphism (vs. nonanthropomorphism) leads consumers to spend more time and money searching for information about appearance attributes (experiments 1 and 2), to indicate greater preference for products with superior appearance (experiments 4, 6, and 7), and to purchase products with superior appearance (experiments 3 and 5). The experiments also show that the effect of anthropomorphism on consumer preference is mediated by consumers' conviction of beautiful is good in person perception. This effect is alleviated when consumers' beliefs about the association between the attractive physical appearance of a person and the positive personal traits of this person are challenged. These results are robust across a wide range of product categories and consumers. Theoretical contributions and marketing implications are discussed.
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