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When Temptations Come Alive: How Anthropomorphism Undermines Self-Control

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  • Julia D. Hur
  • Minjung Koo
  • Wilhelm Hofmann

Abstract

We examine how anthropomorphizing a temptation impacts consumer self-control. Six studies show that anthropomorphizing a tempting product impairs self-control not by boosting desire strength but by decreasing consumers’ experience of conflict toward consuming the product—an alarm that signals a need for self-control. As a result, consumers are less likely to initiate self-control and are more likely to indulge in the product. This process occurs because an anthropomorphized product acts as another agent in the self-control dilemma, which decreases the extent to which consumers attribute the cause of and responsibility for their consumption to themselves (i.e., internal attribution).

Suggested Citation

  • Julia D. Hur & Minjung Koo & Wilhelm Hofmann, 2015. "When Temptations Come Alive: How Anthropomorphism Undermines Self-Control," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 42(2), pages 340-358.
  • Handle: RePEc:oup:jconrs:v:42:y:2015:i:2:p:340-358.
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    File URL: http://hdl.handle.net/10.1093/jcr/ucv017
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