The Impact of Product Expression on Purchase Intention - The Moderating Role of Relative Deprivation

Haorun Li ()
Additional contact information
Haorun Li: Guangzhou Zhixin Middle School (Ersha Island International Campus)

A chapter in Proceedings of the 2024 3rd International Conference on Economics, Smart Finance and Contemporary Trade (ESFCT 2024), 2024, pp 240-246 from Springer

Abstract: Abstract This study investigates how anthropomorphic expressions on products influence consumer purchase intentions, the moderating role of relative deprivation, and the mediating effect of consumer need for uniqueness. The research reveals that while anthropomorphic product expressions can enhance emotional connections with consumers, their preferences for different expressions are context-dependent. Experiment 1, using a 2×2 between-subjects design, confirmed the main effect of product expression and the moderating effect of relative deprivation. Experiment 2 further explored the mediating role of the need for uniqueness between product expression and purchase intentions. The findings indicate that positive expressions generally foster purchase intentions, but negative expressions may be preferred by consumers who feel relatively deprived. The need for uniqueness plays a pivotal mediating role, suggesting that consumers may favor products with negative expressions to fulfill their need for uniqueness. This study provides new insights into understanding consumer responses to anthropomorphic product expressions and offers practical guidance for marketing strategies.

Keywords: Product Anthropomorphism; Purchase Intentions; Relative Deprivation; Need for Uniqueness; Contextual Influence (search for similar items in EconPapers)
Date: 2024
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-548-5_26

Ordering information: This item can be ordered from
http://www.springer.com/9789464635485

DOI: 10.2991/978-94-6463-548-5_26

Access Statistics for this chapter

More chapters in Advances in Economics, Business and Management Research from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().