贾鹤(香港大学)学术报告——Effects of Product Anthropomorphism on Brand Choice of Replacement Parts

作者:时间:2017-06-07浏览:671供图:审阅:来源:乐投Letou

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报告题目:Effects of Product Anthropomorphism on Brand Choice of Replacement Parts

报告人:贾 鹤     香港大学助理教授    美国南加州大学市场营销博士   

报告时间:2017年6月14日 15:00

报告所在:将军路校区 经管楼706

报告摘要:In this research, we show that anthropomorphic features of a base product (e.g., making a Canon printer move its “lips” when “talking” in a video advertisement) can increase consumers’ relative preference for replacement parts from the same brand that provides the base product (e.g., Canon ink cartridges) over replacement parts from a different brand (e.g., Staples ink cartridges). We propose that this is because consumers are biologically averse to foreign body-related substances, and they also project such an aversion onto replacement parts from a different brand, which represent “foreign body substances” to an anthropomorphized base product. In line with this bodily consideration account, we further demonstrate that the effect of product anthropomorphism on brand choice (1) is driven by a decrease in the perceived compatibility between a base product and its replacement parts from a different brand, (2) does not extend to consumers’ choice of related products that can work independently of a base product, and (3) becomes stronger for consumers who are more averse to foreign body-related substances.

报告人简介:贾鹤,于美国南加州大学获得市场营销博士学位(2016年),于南京大学获得治理学硕士学位(2010年)和学士学位(2007年),曾获2015年美国消费者研究协会/谢斯基金会博士论文研究计划奖以及2016年美国营销科学学会/玫琳凯博士论文研究计划奖,其研究结果宣布在《消费者心理学杂志》,研究兴趣包括视觉营销、产品设计、产品展示、品牌治理。

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