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Time to say goodbye: The impact of anthropomorphism on selling prices of used products

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  • Kim, Junhee
  • Swaminathan, Srinivasan

Abstract

In this research, we investigate the impact of anthropomorphism on used product transactions. The results of three experiments with different types of products and in different types of transaction channels (i.e., online auctions and fixed-price selling formats) provide converging evidence that anthropomorphism leads sellers to set higher selling prices for their used products. In this research, we theorize that this outcome occurs because sellers develop strong emotional connections with their anthropomorphized products and hesitate to end the relationship. We also highlight an important boundary condition for this core effect. We demonstrate that this effect of anthropomorphism occurs when sellers have positive attitudes toward the past.

Suggested Citation

  • Kim, Junhee & Swaminathan, Srinivasan, 2021. "Time to say goodbye: The impact of anthropomorphism on selling prices of used products," Journal of Business Research, Elsevier, vol. 126(C), pages 78-87.
    • Handle: RePEc:eee:jbrese:v:126:y:2021:i:c:p:78-87
    DOI: 10.1016/j.jbusres.2020.12.046
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    Cited by:

    1. Han, Jie & Wang, Desheng & Yang, Zhihao, 2023. "Acting like an interpersonal relationship: Cobrand anthropomorphism increases product evaluation and purchase intention," Journal of Business Research, Elsevier, vol. 167(C).
    2. Gong, Xiushuang & Zhang, Honghong, 2023. "You are being watched! Using anthropomorphism to curb customer misbehavior in access-based consumption," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    3. Justina Sidlauskiene & Yannick Joye & Vilte Auruskeviciene, 2023. "AI-based chatbots in conversational commerce and their effects on product and price perceptions," Electronic Markets, Springer;IIM University of St. Gallen, vol. 33(1), pages 1-21, December.

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