Matching A Brand’s Appearance with its Description Can Restore Personal Control | Dalman, M. Deniz
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Matching A Brand’s Appearance with its Description Can Restore Personal Control

in Association for Consumer Research Conference, Online, October 8-30, 2021

Dalman, M. Deniz ; Chatterjee, Subimal ; Association for Consumer Research Conference (What the World Needs Now.). 52nd, Online, October 8-30, 2021

Association for consumer research 2021

Consumers often feel the need to restore control through purchases. Across three studies, we show that consumers can restore their lost control by selecting a brand that looks more (less) like a human vs. object if we describe the brand in the first (third) person activating a human (object) schema.


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