Journal article
How culture shapes consumer responses to anthropomorphic products
- Abstract:
- Anecdotal evidence suggests that Eastern consumers respond more favorably to anthropomorphic products than their Western counterparts. In the present work, we examine the validity of this common intuition and uncover the specific cultural dimension underlying this difference in consumer response. Specifically, across a cross-national field study and three controlled experiments, we demonstrate that collectivistic consumers favor anthropomorphic products more than non-anthropomorphic products, whereas non-collectivistic consumers do not display this relative preference. This interactive effect holds across various product categories, regardless of whether collectivistic thinking is measured, manipulated, or operationalized based on nationality or ethnicity. We offer managerial and theoretical implications that stem from our findings.
- Publication status:
- Published
- Peer review status:
- Peer reviewed
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Access Document
- Files:
-
-
(Preview, Accepted manuscript, pdf, 3.9MB, Terms of use)
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- Publisher copy:
- 10.1016/j.ijresmar.2023.06.005
Authors
- Publisher:
- Elsevier
- Journal:
- International Journal of Research in Marketing More from this journal
- Volume:
- 40
- Issue:
- 3
- Pages:
- 495-512
- Publication date:
- 2023-06-21
- Acceptance date:
- 2023-06-13
- DOI:
- EISSN:
-
1873-8001
- ISSN:
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0167-8116
- Language:
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English
- Keywords:
- Pubs id:
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1396685
- Local pid:
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pubs:1396685
- Deposit date:
-
2023-06-14
- ARK identifier:
Terms of use
- Copyright holder:
- Elsevier B.V.
- Copyright date:
- 2023
- Rights statement:
- © 2023 Elsevier B.V. All rights reserved.
- Notes:
- This is the accepted manuscript version of the article. The final version is available online from Elsevier at https://dx.doi.org/10.1016/j.ijresmar.2023.06.005
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