Browsing Thesis and Dissertations by Author "Kumbargeri, Amogh"
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Novel cognitive consequences of product anthropomorphism on consumer judgment and decision making
Kumbargeri, Amogh (Indian Institute of Management Ahmedabad, 2022)Consumers frequently come across anthropomorphic products, i.e., products imbued with human-like features. Marketers may anthropomorphize products by designing them to visually resemble human physical features (e.g., a ...