Chubby or thin? Investigation of (in)congruity between product body shapes and internal warmth/competence.

Bing, Shi; Mai, Yixia; Mo, Minying

doi:10.1037/xap0000427

Cited by 2 publications

(2 citation statements)

References 69 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Typical brand attributes increase product identification [15] and, consequently, facilitate information processing. This effect is enhanced when the humanized body shape is congruent with the product attribute [56].…”

Section: Personification and Packagingmentioning

confidence: 99%

“…One package feature which has received considerable research attention is the humanization of the package shape [15,[53][54][55]. This strategy is also used in the foods market, e.g., for Coca-Cola's female-body-shaped package [56]. Relating to this evidence, the next section elaborates on the underlying processes that explain why humans react positively to human-like characteristics of packages and how this strategy could be transferred to label design.…”

Section: Reusable Packaging and Packaging Shapementioning

confidence: 99%

See 1 more Smart Citation

Anthropomorphism as a Differentiation Strategy for Standardized Reusable Glass Containers

Garaus

Wolfsteiner

et al. 2022

Sustainability

View full text Add to dashboard Cite

The steadily increasing amount of waste requires new strategies for package waste reduction. One strategy is to switch from single-use plastic packaging to glass packaging; however, this strategy is only beneficial from an environmental perspective when complemented with a multi-use deposit refund system with standardized glass containers. This implies the loss of package shape as a differentiation criterion, which has been considered a highly relevant marketing instrument in the fast-moving consumer goods markets. Against this background, the current research investigates in an online experiment the suitability of anthropomorphized label designs on prompting purchase intentions in the context of reusable glass jars. The study further investigates the mediating roles of brand attitude and brand interest. Contrary to the postulated hypotheses, anthropomorphized labels negatively impact brand attitude, and the sequential mediation of anthropomorphism on brand interest and brand attitude on purchase intention was significant. Our findings reveal that anthropomorphized labels stimulate brand interest, which in turn positively affects purchase intention. The results emphasize the relevance of brand interest in package design and guides manufacturers, brand managers, and policymakers to effective differentiation strategies for standardized multi-use packages.

show abstract

Section: Personification and Packagingmentioning

confidence: 99%

Section: Reusable Packaging and Packaging Shapementioning

confidence: 99%

Anthropomorphism as a Differentiation Strategy for Standardized Reusable Glass Containers

Garaus

Wolfsteiner

et al. 2022

Sustainability

View full text Add to dashboard Cite

show abstract

The Influence of Consumer's Lay Rationalism on Electronic Entrepreneur‐Related Word of Mouth

Yuan

2024

J of Consumer Behaviour

View full text Add to dashboard Cite

Consumers often share and discuss information about entrepreneurs' behaviors on the Internet. Research has found that this electronic entrepreneur‐related word of mouth (EEWOM) has a sizable impact on brand and consumer behavior. While some research has started to examine the consequences of EEWOM, few studies have explored how different types of entrepreneur behavior (in this case, philanthropic versus economic) drive this form of WOM. Across three experiments, this paper demonstrates that philanthropic behavior (compared to economic behavior) encourages a higher intention to share EEWOM. Additionally, consumers lower in lay rationalism exhibited higher amounts of liking toward the entrepreneur, driven by their perceptions of the entrepreneur's altruism. This research sheds light on the interplay between entrepreneurial behavior, consumers' lay rationalism, and WOM and thus offers some practical implications for marketing managers.

show abstract

Chubby or thin? Investigation of (in)congruity between product body shapes and internal warmth/competence.

Cited by 2 publications

References 69 publications

Anthropomorphism as a Differentiation Strategy for Standardized Reusable Glass Containers

Anthropomorphism as a Differentiation Strategy for Standardized Reusable Glass Containers

The Influence of Consumer's Lay Rationalism on Electronic Entrepreneur‐Related Word of Mouth

Contact Info

Product

Resources

About