Teasing out need for affiliation and need for control in preference for anthropomorphized products

Shirley Yuet Yee Cheng, Sau Lai Lee

    Research output: Chapter in book/report/conference proceedingConference proceeding


    Prior research showed that social exclusion increases preference for anthropomorphized products. Yet, the exact motivation is unclear because social exclusion can heighten both affiliation need and control need. Using a new manipulation, we add to the literature by showing need for affiliation alone can drive preference for anthropomorphized products.
    Original languageEnglish
    Title of host publication45th Annual Conference of Association for Consumer Research, ACR 2014, Proceedings
    EditorsJune Cotte, Stacy Wood
    PublisherAssociation for Consumer Research
    Number of pages1
    ISBN (Print)9780915552740
    Publication statusPublished - Oct 2014
    Event45th Annual Conference of the Association for Consumer Research, ACR 2014 - Baltimore, United States
    Duration: 23 Oct 201426 Oct 2014

    Publication series

    NameAdvances in Consumer Research
    PublisherAssociation for Consumer Research
    ISSN (Print)0098-9258


    Conference45th Annual Conference of the Association for Consumer Research, ACR 2014
    Country/TerritoryUnited States
    Internet address

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