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 »
The Effects Of Anthropomorphization On Brand Personality Perceptions: A Motivational Account
Anthropomorphism refers to the tendency that people have to imbue nonhuman agents with humanlike characteristics, motivations, intentions, or emotions (Epley, Waytz, and Cacioppo 2007). Past research Read More »
The Positive Consequences Of Conflict: When A Conflict Mindset Facilitates Choice
Conflict is generally thought of as aversive, associated with depression, neuroticism and illness (Emmons & King, 1988), decreased task performance (Shah & Kruglanski, 2002), and impaired decision Read More »
Author: Tali Kleiman, Ran Hassin, Ravi Dhar, Jennifer Savary
Contributor: eb™ Research Team
Distractions: Friend Or Foe In The Pursuit Of Conscious And Nonconscious Goals?
We have all had the experience of going to a coffee shop with the intent of working, but becoming distracted: the loud conversation at the next table, the music, the sunny weather outside, or even Read More »
The Cognitive And Behavioral Consequences Of Considering Low-Fit Brand Extensions
Launching new products is a risky and expensive endeavor. Accordingly, many firms attempt to mitigate this risk by introducing new offerings under existing brand names. A great deal of academic Read More »
When Being Happy Makes Choosing Harder
Being in a positive mood confers a wide range of benefits on consumers. Positive affect enhances creativity (Isen et al. 1985), promotes self-control (Aspinwall 1998; Ragunathan and Trope 2002), and Read More »
Answering Why: Action And Reaction Explanations In Word Of Mouth
Word of mouth (WOM), where consumers share information about experiences with others, is an everyday occurrence that strongly influences consumers (Arndt 1967) and firms (Chevalier and Mayzlin 2006). Read More »
Using Incentives To Encourage Word-of-Mouth Transmissions That Lead To Fast Information Diffusion
Unlike traditional advertising campaigns or sales promotions, word-of-mouth (WOM) marketing relies on consumer-to-consumer interactions to spread awareness, generate interest, and drive sales. Read More »
Compensatory Communication: Consumer Knowledge Discrepancies And Knowledge Signaling In
People who believe they are knowledgeable about products tend to share this knowledge more with others. This tenet is central to research on word-of-mouth motivation (e.g. Engel et al. 1969; Feick Read More »