DOCSLIB.ORG

The Influence of Anthropomorphic Spokescharacters on Consumers’ Recycling Intentions

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
The Influence of Anthropomorphic Spokescharacters on Consumers’ Recycling Intentions THE INFLUENCE OF ANTHROPOMORPHIC SPOKESCHARACTERS ON CONSUMERS’ RECYCLING INTENTIONS Ritesh Jain MBA (Marketing), BTech (Civil Engineering) Submitted in fulfilment of the requirements for the degree of Master of Philosophy School of Advertising, Marketing, and PR QUT Business School Queensland University of Technology 2021 Keywords Anthropomorphism, Anthropomorphic spokescharacters, Anthropomorphic spokescharacter appeal, Branding, Brand mascots, Brand spokescharacters, Celebrity endorsement, Confirmatory Factor Analysis, Cuteness, Cute appeals, Elaboration Likelihood Model, Endorsement effectiveness, Environmental communication, Environmental marketing, Experiments, Exploratory Factor Analysis, Human celebrities, Human endorsers, Humour, Humorous appeals, MANCOVA, Matchup hypothesis, MTurk study, Nostalgia, Nostalgic appeals, Online study, Past recycling behaviour, Perceived behavioural control, Product involvement, Recycling, Recycling attitude, Recycling intentions, Recycling involvement, Social marketing, Source liking, Source attractiveness, Source expertise, Source relevancy, Source Trustworthiness, Subjective norms, Structural Equation Modelling, Theory of Planned Behaviour. The Influence of anthropomorphic spokescharacters on Consumers’ Recycling Intentions i Abstract Brand spokescharacters are fictional, animated characters, created by marketers as brand symbols at the end of nineteenth century for the promotion of brands. Subsequently they were considered distinct from brand symbols or logos. Originally addressed as trade characters, they appeared on product packaging and were used to give a sort of personality to manufacturers of the brands. Over the years they have acquired a prominent position as a branding element, have been found quite effective in commercial marketing and remain popular among consumers, across age and gender. Given their endorsement effectiveness in commercial marketing and the popularity of using human celebrities in social and environmental marketing, it is startling that these anthropomorphized characters (such as M&M characters, Tony the Tiger and others) have not being used in a social marketing context, especially in environmental communications as endorsers to influence environmental attitudes and behaviours of consumers. Given the risks associated with using human celebrities’ endorsers, environmental marketers should explore using these fictitious characters in their marketing communications. Therefore, the first objective of this study was to explore whether these anthropomorphized brand spokescharacters can be effective endorsers for environmental causes like recycling. Further, past studies have attempted to define human celebrity appeal as well as appeal of animal species used in fundraising campaigns by environmental marketers. However, no study till date has attempted to unpack the anthropomorphized brand spokescharacter appeal, which is surprising since for the last thirty years researchers have addressed and considered these spokescharacters as appealing. Hence, the second objective of this study was to explore the constituents and structure of anthropomorphized spokescharacter appeal. Since these brand spokescharacters have been addressed as likable, cute, humorous, and objects of nostalgia by consumers in different studies, this study proposed these dimensions as constituents of spokescharacter appeal. To achieve both the objectives of this study, a conceptual model along with associated hypotheses were developed by reviewing relevant literature. ii The Influence of anthropomorphic spokescharacters on Consumers’ Recycling Intentions To test the effectiveness of anthropomorphized spokescharacters in environmental communication, an experimental research method was deployed, and data collected online from U.S participants recruited from Amazon’s MTurk was analysed using a two-step procedure. First, MANCOVA was performed to find significant differences in recycling attitudes and intentions across different treatment groups. One-way independent samples MANCOVA with type of condition as factor revealed that as compared to control group, cognitive attitude towards recycling in all seven treatment conditions increased significantly. For affective attitude towards recycling and recycling intentions, differences were not significant between groups. For two-way ANOVA with gender and type of condition as independent factors, interaction effects were observed for cognitive attitude towards recycling, marginal effect for recycling intention and insignificant differences for affective attitude towards recycling. Gender main effect was reported for affective attitude towards recycling. Post that, merged data was analysed through a Structural Equation Modelling technique using SPSS AMOS v26. Results showed that spokescharacter appeal and expertise positively influence affective attitude towards recycling and recycling intentions, mediated through its relevancy and trustworthiness dimensions. Attractiveness was found to be reducing endorsement effectiveness, confirming matchup hypothesis predictions in an environmental marketing context. The model fitted the data well with 50% of the variance in recycling intentions explained. Also, the model better explained the variance in recycling intentions of participants who were less involved with recycling (as against highly involved ones), confirming the predictions of Elaboration Likelihood Model in environmental marketing context using anthropomorphized spokescharacters. Even though not the objective of this study, some empirical evidence was found to suggest that anthropomorphized spokescharacters can be better endorsers than human ones in environmental communication. This study offered seven theoretical contributions to the literature and seven practical implications for environmental marketers. As using anthropomorphized spokescharacters in environmental communication is an emerging area, this study has offered a number of future research directions for social and environmental marketing researchers. The Influence of anthropomorphic spokescharacters on Consumers’ Recycling Intentions iii Table of Contents Keywords..............................................................................................................................i Abstract ...............................................................................................................................ii Table of Contents ................................................................................................................ iv List of Figures ..................................................................................................................... vi List of Tables ..................................................................................................................... vii Statement of Original Authorship ........................................................................................ ix Acknowledgements .............................................................................................................. x Chapter 1: Introduction .................................................................................... 1 1.1 Introduction ............................................................................................................... 1 1.2 Background to the research ........................................................................................ 1 1.3 Justification for the research ....................................................................................... 2 1.4 Research Questions .................................................................................................... 4 1.5 Research Methodology ............................................................................................... 5 1.6 Contribution to the theory and practice ....................................................................... 6 1.7 Organization of the thesis ........................................................................................... 6 Chapter 2: Literature Review......................................................................... 11 2.1 Introduction ............................................................................................................. 11 2.2 Anthropomorphic brand spokescharacters................................................................. 12 2.3 Source appeal of anthropomorphized brand spokescharacters ................................... 28 2.4 Source effectiveness dimensions............................................................................... 47 2.5 Influence of spokescharacter’s appeal on consumer perceptions and recycling intentions ........................................................................................................................... 53 2.6 Mediating Effects of Source Relevancy .................................................................... 55 2.7 2.7 Recycling Attitude and Intentions ....................................................................... 59 2.8 Research Framework and Summary of Hypotheses ................................................... 65 Chapter 3: Research Design ........................................................................... 69 3.1 Introduction ............................................................................................................. 69 3.2 Research Paradigm ................................................................................................... 69
Load more

Recommended publications
  • Teaching Visual Art with the Brain in Mind
    1 Teaching Visual Art with the Brain in Mind A thesis presented by Karen G. Pearson to the Graduate School of Education In partial fulfillment of the requirements for the degree of Doctor of Education In the field of Education College of Professional Studies Northeastern University Boston, Massachusetts August 20, 2019 2 ABSTRACT Critical periods of perceptual development occur during the elementary and middle school years. Vision plays a major role in this development. The use of child development knowledge of Bruner, Skinner, Piaget and Inhelder coupled with the artistic thinking theories of Goldschmidt, Marshall, and Williams through and the lens of James J. Gibson and his ex-wife Eleanor J. framed the study. Sixteen 8-10-year-olds over eight one-hour weekly meetings focused on how they see and learn how to draw. The study demonstrated that the perception of the participants followed the development of the visual pathway as described in empirical neural studies. Salient features presented themselves first and then, over time, details such as space, texture, and finally depth can be learned over many years of development. The eye muscles need to build stamina through guided lessons that provide practice as well as a finished product. It was more important to focus on the variety of qualities of line, shape, and space and strategy building through solution finding and goal setting. Perceptual development indicators of how 8-10-year-old elementary students see and understand images will be heard from their voices. The results indicated that practice exercises helped participants build stamina that directly related to their ability to persist in drawing.
    [Show full text]
  • Paths from the Philosophy of Art to Everyday Aesthetics
    Paths from the Philosophy of Art to Everyday Aesthetics Edited by Oiva Kuisma, Sanna Lehtinen and Harri Mäcklin Paths from the Philosophy of Art to Everyday Aesthetics © 2019 Authors Cover and graphic design Kimmo Nurminen ISBN 978-952-94-1878-7 PATHS FROM THE PHILOSOPHY OF ART TO EVERYDAY AESTHETICS Eds. Oiva Kuisma, Sanna Lehtinen and Harri Mäcklin Published in Helsinki, Finland by the Finnish Society for Aesthetics, 2019 6 Contents 9 Oiva Kuisma, Sanna Lehtinen and Harri Mäcklin Introduction: From Baumgarten to Contemporary Aesthetics 19 Morten Kyndrup Were We Ever Modern? Art, Aesthetics, and the Everyday: Distinctions and Interdependences 41 Lars-Olof Åhlberg Everyday and Otherworldly Objects: Dantoesque Transfiguration 63 Markus Lammenranta How Art Teaches: A Lesson from Goodman 78 María José Alcaraz León Aesthetic Intimacy 101 Knut Ove Eliassen Quality Issues 112 Martta Heikkilä Work and Play – The Built Environments in Terry Gilliam’s Brazil 132 Kalle Puolakka Does Valery Gergiev Have an Everyday? 148 Francisca Pérez-Carreño The Aesthetic Value of the Unnoticed 167 Mateusz Salwa Everyday Green Aesthetics 180 Ossi Naukkarinen Feeling (With) Machines 201 Richard Shusterman Pleasure, Pain, and the Somaesthetics of Illness: A Question for Everyday Aesthetics 215 Epiloque: Jos de Mul These Boots Are Made for Talkin’. Some Reflections on Finnish Mobile Immobility 224 Index of Names 229 List of Contributors 7 OIVA KUISMA, SANNA LEHTINEN & HARRI MÄCKLIN INTRODUCTION: FROM BAUMGARTEN TO CONTEMPORARY AESTHETICS ontemporary philosopher-aestheticians
    [Show full text]
  • Yapp Dissertation Minor China
    UC Berkeley UC Berkeley Electronic Theses and Dissertations Title Minor China: Affect, Performance, & Contemporary China in the Global Permalink https://escholarship.org/uc/item/7205c8fk Author Yapp, Hentyle Publication Date 2014 Peer reviewed|Thesis/dissertation eScholarship.org Powered by the California Digital Library University of California Minor China: Affect, Performance, & Contemporary China in the Global by Hentyle Taiwan Yapp A dissertation submitted in partial satisfaction of the requirements for the degree of Doctor of Philosophy in Performance Studies and the Designated Emphasis in Women, Gender and Sexuality in the Graduate Division of the University of California, Berkeley Committee in charge: Professor Shannon Jackson, Chair Professor Mel Chen Professor Andrew Jones Professor Susan Kwan Spring 2014 1 Abstract Minor China: Affect, Performance, & Contemporary China in the Global by Hentyle Taiwan Yapp Doctor of Philosophy in Performance Studies and the Designated Emphasis in Women, Gender and Sexuality University of California, Berkeley Professor Shannon Jackson, Chair In our globalized moment, cultural production emerging from China and other non-Western locations has become of central concern for critical theory, art history, and cultural studies. In order to counteract previous decontextualized and over-universalizing discussions of contemporary Chinese art, most art history, theatre, and performance studies scholars have emphasized how art and culture emerged within specific historical and political contexts. However, by repeatedly relying on contextualization, the Chinese are reproduced as lacking imagination, contradictions, and complexity. By examining the historical emergence of this discourse, I demonstrate the limits of past approaches in order to explore other methodological possibilities. In contrast to other scholars who have situated contemporary Chinese performance and art within over-determined modes of contextualization, this dissertation locates alternative methodological possibilities in affect and feelings.
    [Show full text]
  • Theuse of Cuteness in Japanese Advertising
    SWEET SPOTS: THEUSE OF CUTENESS IN JAPANESE ADVERTISING Andreas RIESSLAND This article looks at Japanese society through its advertisements. To be more precise, it examines the utilization of a certain social value-.. cute­ ness - within advertising contexts. The focus is not so much on the per­ ception of 11 cuteIl advertising, i. e., on how an audience in Japan discerns and interprets signifiers of cuteness in ads, but on how advertisers in Ja­ pan utilize 11 cute" images for advertising purposes and to what ends. Advertisements, if properly analyzed, can provide useful hints as to what a sodety's values are. Through the idealized IIrealities" they display, they are suggestive of what is defined as desirable and positive. Converse­ ly, they also give clues about sodal restrictions and taboos through matters they avoid showing (such as the colour red in ads for sanitary pads). Look­ ing beyond the advertised commodity and investigating the IIsodal reali­ ties" displayed in the ad, we can get a pretty clear idea of what values and ideas are of relevance within a given sodety. What makes this possible is the fact, that contrary to the image of avant-garde and cutting-edge trend­ iness which ad makers try to promote for themselves, in their ads they tend to promote the conservative end of sodety's value spectrum (WERNICK 1991: 24). The reason for this is obvious: Evenwhenit targets a limited audience, an ad canachieve maximum acceptance withinits target group onlybynotgo­ ing against the sodal value system prevalent in this group. A certain dra­ matic toying with some of the sodal standards may be permissible and use­ ful for raising attention, but, on the whole, a consdous violation of audience expectations in advertising (such as Benetton's controversial poster cam­ paign) is extremely rare.
    [Show full text]
  • Softening Power: Cuteness As Organizational Communication Strategy in Japan and the West
    © 2018 Journal of International and Advanced Japanese Studies Vol. 10, February 2018, pp. 39-55 Master’s and Doctoral Programs in International and Advanced Japanese Studies Iain MACPHERSON & Teri Jane BRYANT Graduate School of Humanities and Social Sciences, University of Tsukuba Article Softening Power: Cuteness as Organizational Communication Strategy in Japan and the West Iain MACPHERSON MacEwan University, Faculty of Fine Arts and Communication, Assistant Professor Teri Jane BRYANT Haskayne School of Business, University of Calgary, Associate Professor Emerita This paper describes the use of cute communications (visual or verbal, and in various media) as an organizational communication strategy prevalent in Japan and emerging in western countries. Insights are offered for the use of such communications and for the understanding/critique thereof. It is first established that cuteness in Japan–kawaii–is chiefly studied as a sociocultural or psychological phenomenon, with too little analysis of its near-omnipresent institutionalization and conveyance as mass media. The following discussion clarifies one reason for this gap in research–the widespread conflation of ʻorganizational communication’ with advertising/branding, notwithstanding the variety of other messaging–public relations, employee communications, public service announcements, political campaigns–conveyed through cuteness by Japanese institutions. It is then argued that what few theorizations exist of organizational kawaii communications overemphasize their negative aspects or potentials, attributing to them both too much iniquity and too much influence. Outside of Japan studies, there is even less up-to-date scholarship on organizational cuteness, critical or otherwise. And there are no such studies at all, whether focused on Japan or elsewhere, that integrate intercultural insights.
    [Show full text]
  • Cuteness": the Aesthetics of Social Relations in a New Postwar Japanese Order
    CAPITALIZING ON "CUTENESS": THE AESTHETICS OF SOCIAL RELATIONS IN A NEW POSTWAR JAPANESE ORDER Leila MADGE In the fall of 1988, Yoshida Kenji, the president of the San'yo Sago Bank in Okayama, made headline news in the economics section of leading Japa­ nese newspapers. Unlike most bank presidents appearing in the news at that time, Yoshida was not defending himself or his bank from accusations of wrongdoings. He had made the national news because of the new name he had chosen for his bank: Tomato Bank. The occasion for the new name was the bank's planned change in status from a savings and loan associa­ tion to a commercial bank following a recent reform in Japanese banking law. The hoopla that arose around the name "Tomato," along with the bank's bright red logo, was related to the associations that it conjured up in many Japanese minds, associations that somehow seemed incongruent with the image that banking institutions have traditionally held in Japan. Although there was some initial opposition among bank employees, who felt that the name Tomato sounded more appropriate for an agricul­ tural cooperative than for a bank, the public response seemed only posi­ tive. Although the conversion was not to take place for six months, Sanyo Sago was inundated with inquiries from people all over the country wish­ ing to open accounts at the new Tomato Bank. In interviews about the un­ expected popularity of the previously little-known prefectural bank, Yoshida explained that he thought it important to send the message that he was "breaking the status quo." A crucial element in the delivery of this message was the use of a name that would be perceived by the public as kawaii (cute, as translated in the Japan Times, 21 October 1988: 11).
    [Show full text]
  • Bridging the Art Museum and the Middle School Math Classroom
    June 2, 2013 15:41 Journal of Mathematics and the Arts jmabasedfp Journal of Mathematics and the Arts Vol. 00, No. 00, January 2013, 1–16 The Fusion Project: Bridging the Art Museum and the Middle School Math Classroom a b Benjamin Wells ⇤ and Philip Wagner aDepartment of Mathematics, University of San Francisco, 2130 Fulton Street, San Francisco CA 94117, USA; bThe Fusion Project, Davis CA, USA (Version: v4.1, for the USF Fusion Project 2013 Summer Institute. c 2013 Benjamin Wells) The Fusion Project is a distinct program of the University of San Francisco’s College of Arts and Sciences with the support of the School of Education. It was created by Philip Wagner and is directed at USF by Benjamin Wells. With the support of the Fine Arts Museums of San Francisco, its goal is to bring art to the math classroom and math students to the art museum, enhancing existing curricula in order to improve basic and advanced skills, standard-oriented test scores, and students’ interest in mathematics. Keywords: mathematics education, math in art museums; art in math classrooms; museum-school mathematics collaboration AMS Subject Classification: 97D40, 97B50, 97U99 1. History and background In the new century, the United States government recognized the need to improve knowledge and skills in language and mathematics, and so the US authorized the No Child Left Behind (NCLB) program in 2002. Under this program the performance of public schools has been judged on standardized test scores in language and mathematics. Review of the well-publicized testing results over the years indicates that that California students rank below their peers in other states and US students rank below their fellows in other countries based on similar testing.
    [Show full text]
  • Exploring the Effects of Cuteness on Meat Consumption Janis H
    TO SWEET TO EAT 1 Too Sweet to Eat: Exploring the Effects of Cuteness on Meat Consumption Janis H. Zickfeld*, Jonas R. Kunst University of Oslo Sigrid M. Hohle Simula Research Laboratory In press at Appetite. This paper is not the copy of record and may not exactly replicate the authoritative document published in Appetite. Author Note Janis H. Zickfeld and Jonas R. Kunst, Department of Psychology, University of Oslo, Norway; Sigrid M. Hohle, Simula Research Laboratory, Oslo, Norway. *Correspondence concerning this article should be addressed to Janis H. Zickfeld, Postboks 1094 Blindern, 0317 Oslo, Norway. E-mail: [email protected]. TO SWEET TO EAT 2 Abstract Although daily meat consumption is a widespread habit, many individuals at the same time put a high value on the welfare of animals. While different psychological mechanisms have been identified to resolve this cognitive tension, such as dissociating the animal from the consumed meat or denying the animal’s moral status, few studies have investigated the effects of the animal’s appearance on the willingness to consume its meat. The present article explored how the perception of cuteness influences hypothetical meat consumption. We hypothesized that cuter animals would reduce the willingness to consume meat, and that this relationship would be mediated by empathy felt towards the animal. Across four pre- registered studies sampling 1074 US and Norwegian participants, we obtained some support for this prediction in the US but to a lesser degree in Norway. However, in all studies an indirect mediation effect of cuteness on meat consumption going through empathy towards the animal was observed.
    [Show full text]
  • INTEGRATED COLLABORATIVE MATHEMATICS Charity M
    - INTEGRATED COLLABORATIVE MATHEMATICS Charity M Tanaleon B.A., University of California, Davis, 2002 PROJECT Submitted in partial satisfaction of the requirements for the degree of MASTER OF ARTS in EDUCATION (Curriculum and Instruction) at CALIFORNIA STATE UNIVERSITY, SACRAMENTO SUMMER 2009 C 2009 Charity M Tanaleon ALL RIGHTS RESERVED ii - INTEGRATED COLLABORATIVE MATHEMATICS A Project by Charity M Tanaleon Approved by: Committee Chair D/ Julta Lambating au¢t~ .2 6(, 024 q Date 6/ iii L I *Student: Charity M. Tanaleon I certify that this student has met the requirements for format contained in the University format manual, and that this project is suitable for shelving in the Library and credit is to be awarded for the Project. 3raduate Coordinator . Julita Lambating Date v Department of Teacher Education iv Abstract of INTEGRATED COLLABORATIVE MATHEMATICS by Charity M Tanaleon Currentmathematical instructionalpractices remain unchanged, allowing educational practicesand curriculum to remain shallow, undemanding and diffuse in content coverage (NationalResearch Council, 2001). The standardizedmath curriculums are basal programsthat utilize a spiral approach to instruction, often presenting concepts as isolatedor unrelated skills. These concepts present themselves too quickly and in a specified order with educatorsfocusing on basic skills due to the amplified stress of high stakes testing and accountability. These curriculums lack relevance to students' lives, inhibitingeffective brainfunctioning and covering more math topics than other countries. The sources of data used in this project include achievement comparisonsfrom internationalassessments such as the Programfor InternationalAssessment (PISA) and Trends in InternationalMathematics and Science Study (TIMSS). This project grounds itself in constructivist theories of Piaget, Dewey, and Vygotsky, as well as brain research and observational studies examining variationsof problem based learning (PBL) incorporatedinto the classroom.
    [Show full text]
  • Neural and Behavioral Responses to Attractiveness in Adult and Infant Faces
    View metadata, citation and similar papers at core.ac.uk brought to you by CORE provided by St Andrews Research Repository Neural and Behavioral Responses to Attractiveness in Adult and Infant Faces Amanda C. Hahn1 & David I. Perrett2 1 University of Glasgow, Institute of Neuroscience and Psychology 2 University of Saint Andrews, School of Neuroscience and Psychology Corresponding Authors: Amanda C. Hahn Institute of Neuroscience and Psychology, University of Glasgow 58 Hillhead Street Glasgow, G12 8QB Email: [email protected] David I. Perrett School of Neuroscience and Psychology, University of Saint Andrews St Mary’s Quad Saint Andrews, KY16 9JP Email: [email protected] ABSTRACT Facial attractiveness provides a very powerful motivation for sexual and parental behavior. We therefore review the importance of faces to the study of neurobiological control of human reproductive motivations. For heterosexual individuals there is a common brain circuit involving the nucleus accumbens, the medial prefrontal, dorsal anterior cingulate and the orbitofrontal cortices that is activated more by attractive than unattractive faces, particularly for faces of the opposite sex. Behavioral studies indicate parallel effects of attractiveness on incentive salience or willingness to work to see faces. Both work/effort and brain activation to the sight of opposite sex attractiveness is more pronounced in men than women, perhaps reflecting the greater importance assigned to physical attractiveness by men when evaluating a potential mate. Studies comparing heterosexual and homosexual observers indicate the orbitofrontal cortex and mediodorsal thalamus are more activated by faces of the desired sex than faces of the less preferred sex, independent of observer gender or sexual orientation.
    [Show full text]
  • A Behavioural Science Framework for Understanding Kawaii and Cuteness
    EAPC 2 (1) pp. 79–95 Intellect Limited 2016 East Asian Journal of Popular Culture Volume 2 Number 1 © 2016 Intellect Ltd Article. English language. doi: 10.1386/eapc.2.1.79_1 HIROSHI NITTONO Osaka University The two-layer model of ‘kawaii’: A behavioural science framework for understanding kawaii and cuteness ABSTRACT KEYWORDS ‘Kawaii’ is one of the most popular words in contemporary Japan and is recognized baby schema as representative of Japanese pop culture. It is often translated into English as ‘cute’, cognition but a subtle difference of nuance seems to exist between the two words. In this arti- culture cle, a framework for research on kawaii from a behavioural science perspective is cuteness put forward. After introducing the dictionary definition, history and current usage emotion of kawaii, this article reports survey results of Japanese students and office work- psychology ers about their attitudes towards kawaii. These findings and past psychological and behavioural science research lead to a two-layer model that consists of kawaii as an emotion and kawaii as a social value. This model postulates that the basis of kawaii is a positive emotion related to the social motivation of watching for and staying with preferable persons and objects, which is typically observed in affection towards babies and infants, but not limited to them. This culturally non-specific, biological trait has been appreciated and fostered in Japan by certain characteristics of Japanese culture. Because previous research on cuteness has been almost exclusively associated with 79 eeajpc2.1.indbajpc2.1.indb 7799 111/04/161/04/16 110:540:54 PPMM Hiroshi Nittono infant physical attractiveness and baby schema, using the relatively fresh, exotic word ‘kawaii’ may be helpful to describe this broader psychological concept.
    [Show full text]
  • How Product Cuteness Influence Consumers' Perception in Negative
    Cute Scam: HowPoster product Title cuteness influence consumers' perception in negative ways FirstnameYoun Soo, LastnameKim1, Kwanho1, William, Suk 2Hedgcock2 1 Tippie College of Business,Business, UniversityDepartment of ofIowa, Marketing, 2 Department University of Marketing, of Iowa, 2 UniversityDepartment of ofIowa Marketing, Korea University IntroductionAbstract or Abstract ResultsStimuli ConclusionsDouble Mediation Results InsertToday ,introduction many companies or abstract have textinvested here. theirPlease resource keep general in Resource Quality textproduct to a minimumdesign. They of 36pt. believe that product design can result Allocation in positive result. However, product aesthetics can negatively influence consumers' quality perception and purchase Purchase intention. When consumers face cute products, they infer Aesthetics that those products have lower product functionality. This is Intention because of consumers' lay theory of zero-sum heuristics; consumers assume that superiority of one product dimension, cute design, is compensated by inferiority on Indirect Effect SE 95% CI another dimension, functionality. The double mediation Predicted results also support consumers’ perception of firm’s resource Portable Battery Portable Battery -.46 .11 -.71 to -.29 allocation and product attribute trade-off. Charger(Control) Charger(Experiment) Pathway Reverse Model .07 .06 -.02 to .21 Cuteness Results Being attractive in adorable or endearing way (Hellen & Sääksjärvi N=202 (M=36.7, Female=94) References 2011) Manipulation Check: Control (M=3.39, SD=1.59) < Experiment (M=5.34, SD=1.57) • kindchenschema (baby schema) collection of cute features of • Newman, G. E., Gorlin, M., & Dhar, R. (2014). When going green newborns such as bulging forehead, large eyes, and rounded backfires: How firm intentions shape the evaluation of socially cheeks Quality Perception beneficial product enhancements.
    [Show full text]