文献类型：期刊文献

英文题名：More than meets the eye: hidden messages in the attribution of human-like values to product categories

作者：Ye, Sheng[1];Sneddon, Joanne[2];Bardi, Anat[3];Levontin, Liat[4];Soutar, Geoffrey[2];Lee, Julie[2]

机构：[1]East China Univ Sci & Technol, Dept Business Adm, Shanghai, Peoples R China;[2]Univ Western Australia, Business Sch, Perth, Australia;[3]Royal Holloway Univ London, Dept Psychol, Egham, England;[4]Technion Israel Inst Technol, Fac Data & Decis Sci, Haifa, Israel

年份：2024

卷号：58

期号：5

起止页码：1323

外文期刊名：EUROPEAN JOURNAL OF MARKETING

收录：;WOS:【SSCI(收录号:WOS:001240838900001)】；

基金：This research was funded, in part, by the Australia Government through an Australian Research Council Linkage Grant (LP150100434), the National Natural Science Foundation of China [72102070] and the Shanghai Planning Office of Philosophy and Social Science [2021BGL003].

语种：英文

外文关键词：Human values; Associative network theory; Product category values; Schema congruity theory

摘要：PurposeThis paper aims to draw on values theory, associative network theory and schema congruity theory to examine how consumers attribute human-like values to product categories and products, and how these attributions affect product evaluations.Design/methodology/approachStudy 1 randomly assigned 925 respondents to one of three product categories (cars, mobile phones and vacations). They were asked about their values and to attribute values to an assigned product category. Study 2 randomly assigned 919 respondents to one of the four value-expressive car conditions. They were asked to attribute values to the car, and then about their attitudes and purchase intentions.FindingsRespondents attributed human-like values to product categories and products that were distinct and reflected the motivational compatibilities and conflicts inherent in the circular structure of human values. Moreover, multifaceted value congruity effects were found to positively influence attitudes and intentions to purchase a car, including congruity with product category values-schema, consumers' personal values-schema and the structure of human values.Originality/valueThe authors demonstrate how a cognitive memory-based view can be used to better understand the complexities of the attribution of human-like values to products and product categories. Moving beyond the attribution of brand personality, this study shows the importance of not only understanding the attributions of values to a product but also considering how these attributions interact with the more abstract product category values to influence evaluations.