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Article: Gaming with Mr. Slot or gaming the slot machine? Power, anthropomorphism, and risk perception

TitleGaming with Mr. Slot or gaming the slot machine? Power, anthropomorphism, and risk perception
Authors
Issue Date2011
PublisherUniversity of Chicago Press. The Journal's web site is located at http://www.journals.uchicago.edu/JCR
Citation
Journal Of Consumer Research, 2011, v. 38 n. 1, p. 94-107 How to Cite?
AbstractWe propose that risk perceptions are systematically influenced by anthropomorphism. Anthropomorphism effects, however, are moderated by the individual's feelings of social power. People with low power perceive higher risk in playing a slot machine (study 1) and in getting skin cancer (study 2) when the risk-bearing entities (the slot machine and skin cancer) are highly anthropomorphized. In contrast, those with high power perceive greater risk when the entities are less anthropomorphized. We hypothesize these effects occur because those with high (low) power perceived a greater (lesser) degree of control over the anthropomorphized entity. In study 3, we investigate the reverse effect that higher perceived risk may increase anthropomorphism for people with low power but decrease anthropomorphism for people with high power. © 2010 by JOURNAL OF CONSUMER RESEARCH, Inc.
Persistent Identifierhttp://hdl.handle.net/10722/161622
ISSN
2015 Impact Factor: 3.187
2015 SCImago Journal Rankings: 4.896
ISI Accession Number ID
References

 

DC FieldValueLanguage
dc.contributor.authorKim, Sen_HK
dc.contributor.authorMcGill, ALen_HK
dc.date.accessioned2012-09-05T03:40:39Z-
dc.date.available2012-09-05T03:40:39Z-
dc.date.issued2011en_HK
dc.identifier.citationJournal Of Consumer Research, 2011, v. 38 n. 1, p. 94-107en_HK
dc.identifier.issn0093-5301en_HK
dc.identifier.urihttp://hdl.handle.net/10722/161622-
dc.description.abstractWe propose that risk perceptions are systematically influenced by anthropomorphism. Anthropomorphism effects, however, are moderated by the individual's feelings of social power. People with low power perceive higher risk in playing a slot machine (study 1) and in getting skin cancer (study 2) when the risk-bearing entities (the slot machine and skin cancer) are highly anthropomorphized. In contrast, those with high power perceive greater risk when the entities are less anthropomorphized. We hypothesize these effects occur because those with high (low) power perceived a greater (lesser) degree of control over the anthropomorphized entity. In study 3, we investigate the reverse effect that higher perceived risk may increase anthropomorphism for people with low power but decrease anthropomorphism for people with high power. © 2010 by JOURNAL OF CONSUMER RESEARCH, Inc.en_HK
dc.languageeng-
dc.publisherUniversity of Chicago Press. The Journal's web site is located at http://www.journals.uchicago.edu/JCRen_HK
dc.relation.ispartofJournal of Consumer Researchen_HK
dc.rightsCreative Commons: Attribution 3.0 Hong Kong License-
dc.titleGaming with Mr. Slot or gaming the slot machine? Power, anthropomorphism, and risk perceptionen_HK
dc.typeArticleen_HK
dc.identifier.emailKim, S: sarakim@hku.hken_HK
dc.identifier.authorityKim, S=rp01613en_HK
dc.description.naturepublished_or_final_version-
dc.identifier.doi10.1086/658148en_HK
dc.identifier.scopuseid_2-s2.0-79954554665en_HK
dc.identifier.hkuros232930-
dc.relation.referenceshttp://www.scopus.com/mlt/select.url?eid=2-s2.0-79954554665&selection=ref&src=s&origin=recordpageen_HK
dc.identifier.volume38en_HK
dc.identifier.issue1en_HK
dc.identifier.spage94en_HK
dc.identifier.epage107en_HK
dc.identifier.isiWOS:000297841700008-
dc.publisher.placeUnited Statesen_HK
dc.identifier.scopusauthoridKim, S=37109323000en_HK
dc.identifier.scopusauthoridMcGill, AL=7003272930en_HK

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