Universität zu Köln

Hur, Julia D., Koo, Minjung and Hofmann, Wilhelm (2015). When Temptations Come Alive: How Anthropomorphism Undermines Self-Control. J. Consum. Res., 42 (2). S. 340 - 359. CARY: OXFORD UNIV PRESS INC. ISSN 1537-5277

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Abstract

We examine how anthropomorphizing a temptation impacts consumer self-control. Six studies show that anthropomorphizing a tempting product impairs self-control not by boosting desire strength but by decreasing consumers' experience of conflict toward consuming the product-an alarm that signals a need for self-control. As a result, consumers are less likely to initiate self-control and are more likely to indulge in the product. This process occurs because an anthropomorphized product acts as another agent in the self-control dilemma, which decreases the extent to which consumers attribute the cause of and responsibility for their consumption to themselves (i.e., internal attribution).

Item Type:	Journal Article
Creators:	Creators Email ORCID ORCID Put Code Hur, Julia D. UNSPECIFIED UNSPECIFIED UNSPECIFIED Koo, Minjung UNSPECIFIED UNSPECIFIED UNSPECIFIED Hofmann, Wilhelm UNSPECIFIED UNSPECIFIED UNSPECIFIED
URN:	urn:nbn:de:hbz:38-398155
DOI:	10.1093/jcr/ucv017
Journal or Publication Title:	J. Consum. Res.
Volume:	42
Number:	2
Page Range:	S. 340 - 359
Date:	2015
Publisher:	OXFORD UNIV PRESS INC
Place of Publication:	CARY
ISSN:	1537-5277
Language:	English
Faculty:	Unspecified
Divisions:	Unspecified
Subjects:	no entry
Uncontrolled Keywords:	Keywords Language WORD-OF-MOUTH; IMPULSE; ATTRIBUTION; DESIRE; DETERMINANTS; AMBIVALENCE; ATTITUDES; LABELS; DONT; RISK Multiple languages Business Multiple languages
URI:	http://kups.ub.uni-koeln.de/id/eprint/39815