報告題目：Effects of Product Anthropomorphism on Brand Choice of Replacement Parts

報告人：賈 鶴     香港大學助理教授    美國南加州大學市場營銷博士   

報告時間：2017年6月14日 15：00

報告地點：將軍路校區 經管樓706

報告摘要：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.

報告人簡介：賈鶴，于美國南加州大學獲得市場營銷博士學位（2016年），于南京大學獲得管理學碩士學位（2010年）和學士學位（2007年），曾獲2015年美國消費者研究協會/謝斯基金會博士論文研究計劃獎以及2016年美國營銷科學學會/玫琳凱博士論文研究計劃獎，其研究成果發表在《消費者心理學雜志》，研究興趣包括視覺營銷、產品設計、產品展示、品牌管理。