产品(数学)
调控焦点理论
背景(考古学)
医疗保健
支付意愿
偏爱
心理学
营销
广告
情感(语言学)
业务
社会心理学
经济
微观经济学
古生物学
几何学
生物
经济增长
沟通
数学
创造力
作者
Chun‐Tuan Chang,Hsiao‐Ching Lee,Yu‐Kang Lee,Tsung-Pin Wang
标识
DOI:10.1016/j.jbusres.2023.114008
摘要
This research proposes that anthropomorphism has negative downstream consequences in a healthcare product context. Using anthropomorphization in a product, package design or advertising can negatively affect consumers’ product evaluations. Anthropomorphized healthcare products look cute and fun, and can evoke compensatory inferences that the product itself may not be efficacious. This kind of lay belief reduces the consumer’s willingness to pay for the product. Study 1 shows that consumers have less of a preference for healthcare product anthropomorphism (vs. non-anthropomorphism). Study 2 shows that product anthropomorphism reduces consumers’ willingness to spend money on the product. The results also show that the effect of anthropomorphism on consumer preferences is mediated by lowered perceived product efficacy. Promotion focus (Studies 3a and 3b) and external health locus-of-control (Studies 4a and 4b) are found to reduce the negative impacts of anthropomorphism on product evaluations (i.e., attitude toward the product, purchase intention, or actual money spent).
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