[Marketing] 구민정 - 유혹적인 제품이 소비자의 자기 제어에 미치는 영향
- 구민정
- Hit1398
- 2015-09-08
Area | Marketing | |
---|---|---|
Faculty | 구민정 | |
Position | Assistant Professor of Marketing | |
Title | 유혹적인 제품이 소비자의 자기 제어에 미치는 영향 | |
Link | http://news.mk.co.kr/newsRead.php?year=2015&no=827502 |
When Temptations Come Alive: How Anthropomorphism Undermines Self-Control
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 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).