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Conference Paper: I Need My Own Substance! Effects of Anthropomorphic Product Presentations on Brand Choice of Complementary Accessories

TitleI Need My Own Substance! Effects of Anthropomorphic Product Presentations on Brand Choice of Complementary Accessories
Authors
Jia, HMKim, BKWan, WEPark, CW
Issue Date2016
PublisherAssociation for Consumer Research. The Journal's web site is located at https://www.acrwebsite.org/web/conferences/proceedings.aspx
Citation
Association for Consumer Research North American Conference (ACR 2016), Berlin, Germany, 26-29 October 2016. In Advances in Consumer Research: North American Conference Proceedings, 2016, v. 44, p. 158-159 How to Cite?
AbstractWe show that anthropomorphic presentations of a base product (e.g., making a Canon printer “talk” in a video advertisement) increase consumers’ choice share of complementary accessories from the same brand that provides the base product (e.g., Canon ink cartridges) over accessories from a different brand (e.g., Staples ink cartridges).
Persistent Identifierhttp://hdl.handle.net/10722/264619
ISSN
0098-9258
2019 SCImago Journal Rankings: 0.139

 

DC FieldValueLanguage
dc.contributor.authorJia, HM-
dc.contributor.authorKim, BK-
dc.contributor.authorWan, WE-
dc.contributor.authorPark, CW-
dc.date.accessioned2018-10-22T07:57:57Z-
dc.date.available2018-10-22T07:57:57Z-
dc.date.issued2016-
dc.identifier.citationAssociation for Consumer Research North American Conference (ACR 2016), Berlin, Germany, 26-29 October 2016. In Advances in Consumer Research: North American Conference Proceedings, 2016, v. 44, p. 158-159-
dc.identifier.issn0098-9258-
dc.identifier.urihttp://hdl.handle.net/10722/264619-
dc.description.abstractWe show that anthropomorphic presentations of a base product (e.g., making a Canon printer “talk” in a video advertisement) increase consumers’ choice share of complementary accessories from the same brand that provides the base product (e.g., Canon ink cartridges) over accessories from a different brand (e.g., Staples ink cartridges).-
dc.languageeng-
dc.publisherAssociation for Consumer Research. The Journal's web site is located at https://www.acrwebsite.org/web/conferences/proceedings.aspx-
dc.relation.ispartofAdvances in Consumer Research-
dc.relation.ispartof2016 Association for Consumer Research North America Conference-
dc.titleI Need My Own Substance! Effects of Anthropomorphic Product Presentations on Brand Choice of Complementary Accessories-
dc.typeConference_Paper-
dc.identifier.emailJia, HM: mhjia@hku.hk-
dc.identifier.emailWan, WE: ewan@business.hku.hk-
dc.identifier.authorityJia, HM=rp02165-
dc.identifier.authorityWan, WE=rp01105-
dc.identifier.hkuros294021-
dc.identifier.volume44-
dc.identifier.spage158-
dc.identifier.epage159-
dc.publisher.placeUnited States-
dc.identifier.issnl0098-9258-

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