心理学
忠诚
产品(数学)
人际交往
质量(理念)
友谊
广告
社会心理学
可信赖性
营销
业务
认识论
数学
几何学
哲学
作者
Jesse Chandler,Robert Schwarz
标识
DOI:10.1016/j.jcps.2009.12.008
摘要
Abstract 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.
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