Talking About What You Did And What You Have: The Differential Story Utility Of Experiential And
Imagine you just returned from a week in the Caribbean or sampling the restaurants in New York City. How likely would you be to tell others about your trip? Would the telling enhance your experience? Read More »
Word-of-Mouth And Interpersonal Communication: An Organizing Framework And Directions For Future
There is currently huge popular interest in word-of-mouth and social media more broadly (e.g., Facebook and Twitter). But while quantitative research has demonstrated the causal impact of Read More »
When Temptations Come Alive: How Anthropomorphization Undermines Consumer Self-Control
Anthropomorphism is defined as imbuing the behavior of nonhuman agents with humanlike characteristics, motivations, intentions, or emotions (Epley, Waytz, and Cacioppo 2007). A major conclusion from Read More »
When Consumers Meet Humanized Brands: Effect Of Self-construal On Brand Anthropomorphism
Anthropomorphism is the attribution of humanlike characteristics, motivations, intentions, and emotions to nonhuman objects (Epley, Waytz, and Cacioppo 2007). It enables a brand to assume a social Read More »
Author: Meng-Hua Hsieh, Shailendra Pratap Jain, Xingbo Li, Vanitha Swaminathan
Contributor: eb™ Research Team
Is She My New Friend? The Effect Of Social Exclusion On Consumer Preference For Anthropomorphized
Anthropomorphism, defined as the tendency of seeing human characteristics in non-human agents (Epley, Waytz, and Cacioppo 2007), is often used in marketing communications. For example, marketers Read More »