The Impact of Product Expression on Purchase Intention - The Moderating Role of Relative Deprivation

This study investigates how anthropomorphic expressions on products influence consumer purchase intentions, the moderating role of relative deprivation, and the mediating effect of consumer need for uniqueness. The research reveals that while anthropomorphic product expressions can enhance emotional connections with consumers, their preferences for different expressions are context-dependent. Experiment 1, using a 2×2 between-subjects design, confirmed the main effect of product expression and the moderating effect of relative deprivation. Experiment 2 further explored the mediating role of the need for uniqueness between product expression and purchase intentions. The findings indicate that positive expressions generally foster purchase intentions, but negative expressions may be preferred by consumers who feel relatively deprived. The need for uniqueness plays a pivotal mediating role, suggesting that consumers may favor products with negative expressions to fulfill their need for uniqueness. This study provides new insights into understanding consumer responses to anthropomorphic product expressions and offers practical guidance for marketing strategies.