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

DOI

10.2991/978-94-6463-548-5_26How to use a DOI?

Keywords

Product Anthropomorphism; Purchase Intentions; Relative Deprivation; Need for Uniqueness; Contextual Influence

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.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Haorun Li
PY  - 2024
DA  - 2024/10/21
TI  - The Impact of Product Expression on Purchase Intention - The Moderating Role of Relative Deprivation
BT  - Proceedings of the 2024 3rd International Conference on Economics, Smart Finance and Contemporary Trade (ESFCT 2024)
PB  - Atlantis Press
SP  - 240
EP  - 246
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-548-5_26
DO  - 10.2991/978-94-6463-548-5_26
ID  - Li2024
ER  -