Have a personal or library account? Click to login
Brand as a leader or a servant? The effect of anthropomorphized brand roles and goal types on consumer responses Cover

Brand as a leader or a servant? The effect of anthropomorphized brand roles and goal types on consumer responses

Open Access
|Feb 2023

References

  1. Aaker, J. L., Garbinsky, E.N., & Vohs, K.D. (2012). “Cultivating admiration in brands: warmth, competence, and landing in the “golden quadrant”. Journal of consumer psychology, Vol. 22, No. 2, pp. 191-194.
  2. Aggarwal, P. and McGill, A.L. (2007), “Is that car smiling at me? Schema congruity as a basis for evaluating anthropomorphized products.” Journal Consumer Research, Vol. 32, No. 3, pp. 468-479.
  3. Bagozzi, R.P., and Dholakia, U. (1999), “Goal setting and goal striving in consumer behavior.” Journal of Marketing, Vol. 63, No. 4, pp. 19-32.
  4. Bayuk, J.B., Janiszewski, C., and Leboeuf, R. (2010), “Letting good opportunities pass us by: examining the role of mind-set during goal pursuit.” Journal Consumer Research, Vol. 37, No. 4, pp. 570-583.
  5. Chandler, S. and Schwarz, N. (2010), “Use does not wear the fabric of friendship: thinking of objects as alive makes people less willing to replace them.” Journal of Consumer Psychology, Vol. 20, No. 2, pp. 138-145.
  6. Dong, P. and Aggarwal, P. (2016). “Partner or servant? When relationship type affects trait expectations and evaluations of the brand”. ACR North American Advances.
  7. Fitzsimons, G., Chartrand, T.L., and Fitzsimons G.J. (2008), “Automatic effects of brand exposure on notivated behavior: how apple makes you ‘think different’.” Journal of Consumer Research, Vol. 35, No. 1, pp. 21-35.
  8. Fitzsimons, G. and Fishbach, A. (2010), “Shifting closeness: Interpersonal effects of personal goal progress.” Attitude and Social Cognition, Vol. 98, No. 4, pp. 535-549.
  9. Fishbach, A. and Dhar, R. (2005), “Goals as excuses or guides: the liberating effect of perceived goal progress on choice.” Journal Consumer Research, Vol. 32, No. 3, pp. 370-377.
  10. Fournier, S. (1998), “Consumers and their brands: Developing relationship theory in consumer research.” Journal of Consumer Research, Vol. 24, No. 4, pp. 343-373.
  11. Han, B., Wang, L., and Li, X. (2020), “To collaborate or serve? Effects of anthropomorphized brand roles and implicit theories on consumer responses.” Cornell Hospitality Quarterly, Vol. 61, No. 1, pp. 53-67.
  12. Harkin, B., Webb, T.L., Chang, B.P.I., Prestwich, A., Conner, M., Kellar, I., Benn, Y., and Sheeran, P. (2016), “Does monitoring goal progress promote goal attainment? A meta-analysis of the experimental evidence.” Psychological Bulletin, Vol. 142, No. 2, pp. 198-229.
  13. Hayes, A.F. (2017). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. The Guilford Press, New York, NY.
  14. Huang, X., Li, X., and Zhang, M. (2013), “Seeing’ the social roles of brands: how physical positioning influences brand evaluation.” Journal of Consumer Psychology, Vol. 23, No. 4, pp. 509-514.
  15. Hsieh, M.H., Li, X.B., Jain, S.P., & Swaminathan, V. (2021). “Self-construal drives preference for partner and servant brands.” Journal of Business Research, Vol. 129, pp. 183-192.
  16. Jiraporn, N. and Desai, K.K. (2011). “Maintenance versus attainment goals: Influence of self-regulation goal type on goal pursuit behaviors.” ACR North American Advances.
  17. Kim, H.C. and Kramer, T. (2015), “Do materialists prefer the ‘brand-as-servant”? The interactive effect of anthropomorphized brand roles and materialism on consumer response.” Journal of Consumer Research, Vol. 42, No. 2, pp. 284-299.
  18. Kivetz, R., Urminsky, O., and Zheng, Y. (2006), “The goal-gradient hypothesis Resurrected: purchase acceleration, Illusion Goal Progress, and Customer Retention.” Journal of Marketing Research, Vol. 43, No. 1, pp. 39-58.
  19. Koo M. and Fishbach, A. (2012), “The small-area hypothesis: Effects of progress monitoring on goal adherence.” Journal of Consumer Research, Vol. 39, No. 3, pp. 493-509.
  20. Laran, J. (2016), “Consumer goal pursuit”, Current Opinion in Psychology, Vol. 10, pp. 22-26.
  21. Lin, C.W. and Rai, D. (2016). Work with me or for me: the influence of implicit self-theories on the preference of anthropomorphized products. ACR North American Advances.
  22. Locke, E. and Latham, G. (1991), “Self-Regulation through goal setting.” Organizational Behavior and Human Decision Processes, Vol. 50, No. 2, pp. 212-247.
  23. Meier, B.P., and Dionne, S. (2009). “Downright sexy: verticality, implicit power, and perceived physical attractiveness.” Social Cognition, Vol. 27, No. 6, pp. 883–892.
  24. Oppenheimer, D.M., Meyvis, T., & Davidenko, N. (2009). Instructional manipulation checks: Detecting satisficing to increase statistical power. Journal of Experimental Social Psychology, Vol. 45, No. 4, pp. 867-872.
DOI: https://doi.org/10.2478/mmcks-2022-0026 | Journal eISSN: 2069-8887 | Journal ISSN: 1842-0206
Language: English
Page range: 471 - 484
Published on: Feb 7, 2023
Published by: Society for Business Excellence
In partnership with: Paradigm Publishing Services
Publication frequency: 4 issues per year

© 2023 Dipankar Rai, Chien-Wei Wilson Lin, Napatsorn Jiraporn, Panitharn Juntongjin, published by Society for Business Excellence
This work is licensed under the Creative Commons Attribution 4.0 License.