报告人：贾鹤香港大学经济与管理学院市场营销学助理教授

主题：Effects of ProductAnthropomorphism on Brand Choice of Replacement Parts

时间：6月26日（周一）下午14:30

地点：东校区图书馆逸夫报告厅

主办：经济与管理学院

报告人简介：贾鹤，美国南加州大学市场营销博士，曾获2015年美国消费者研究协会/谢斯基金会博士论文研究计划奖以及2016年美国营销科学学会/玫琳凯博士论文研究计划奖，其研究成果发表在《消费者心理学杂志》，研究兴趣包括视觉营销、产品设计、产品展示、品牌管理。

报告摘要：In this research, we show that anthropomorphic features of a baseproduct (e.g., making a Canon printer move its “lips” when “talking” in a videoadvertisement) can increase consumers’ relative preference for replacementparts 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 arebiologically averse to foreign body-related substances, and they also project suchan aversion onto replacement parts from a different brand, which represent“foreign body substances” to an anthropomorphized base product. In line withthis bodily consideration account, we further demonstrate that the effect ofproduct anthropomorphism on brand choice (1) is driven by a decrease in theperceived compatibility between a base product and its replacement parts from adifferent brand, (2) does not extend to consumers’ choice of related productsthat can work independently of a base product, and (3) becomes stronger forconsumers who are more averse to foreign body-related substances.