期刊
JOURNAL OF CONSUMER PSYCHOLOGY
卷 20, 期 2, 页码 138-145出版社
JOHN WILEY & SONS LTD
DOI: 10.1016/j.jcps.2009.12.008
关键词
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Anthropomorphic beliefs about objects lead people to treat them as if they were alive. Two experiments test how anthropomorphic thought affects consumers' product replacement intentions. Consumers induced to think about their car in anthropomorphic terms (i) were less willing to replace it and (ii) gave less weight to its quality when making replacement decisions. Instead, they (iii) attended to (experimentally induced connotations of) the car's warmth, a feature usually considered relevant in the interpersonal domain. While anthropomorphic beliefs about brands are often seen as advantageous by marketers because they increase brand loyalty, similar beliefs about products may be less desirable. (C) 2009 Society for Consumer Psychology. Published by Elsevier Inc. All rights reserved.
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