Better Not Smile at the Price: The Differential Role of Brand Anthropomorphization on Perceived Price Fairness

By Hyokjin Kwak, Marina Puzakova, Joseph F. Rocereto. 2015

128 citations recorded by the source corpus.

Subfields: Experimental and Cognitive Psychology, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/70b600b210ef420aee4805f1a47d7c81a753b388

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Experimental and Cognitive Psychology

1. D. Macinnis
2. V. Folkes
3. P. Aggarwal
4. Marina Puzakova
5. Ann L. McGill

In Marketing

1. Marina Puzakova
2. Linyun W. Yang
3. V. Folkes
4. D. Macinnis
5. Ann L. McGill
6. P. Aggarwal
7. Andrew T. Stephen
8. Cammy Crolic

In Sociology and Political Science

1. Marina Puzakova
2. V. Folkes
3. D. Macinnis
4. Linyun W. Yang
5. Ann L. McGill
6. P. Aggarwal
7. Rhonda Hadi
8. Andrew T. Stephen

Citations in the corpus

• Humanizing brands: When brands seem to be like me, part of me, and in a relationship with me (2017, methodology): “Using IRI data, Kwak, Puzakova, and Rocereto (2015) examined the effect of consumers' beliefs that the brand had a mind of its own on perceptions of the fairness of price changes.”
• Brands as Rivals: Consumer Pursuit of Distinctiveness and the Role of Brand Anthropomorphism (2018, background): “However, when practitioners imbue brands with humanlike qualities, consumers perceive these brands in a manner similar to how they perceive other humans (Kwak, Puzakova, and Rocereto 2015).”
• The 3 C's of anthropomorphism: Connection, comprehension, and competition (2019, background): “The different relational orientations fostered by consumers’ self‐construal can also shape expectations of anthropomor‐ phized brands (Kwak et al., 2015).”
• Seeing brands as humans: Development and validation of a brand anthropomorphism scale (2020, background): “Among abstract entities, a brand can have intentions and reasoning (Kwak et al., 2015) and may come to life (Aggarwal & McGill, 2012); a disease can have a humanlike motive to hurt (Kim & McGill, 2011), and time can have free will (May & Monga, 2014).”
• Blame the Bot: Anthropomorphism and Anger in Customer–Chatbot Interactions (2021, background): “Other research shows that for agency-oriented customers, brand anthropomorphism exaggerates the perceived unfairness of price increases (Kwak, Puzakova, and Rocereto 2015) and hurts brand performance amid negative publicity (Puzakova, Kwak, and Rocereto 2013).”