Using Images of Eyes to Enhance Green Brand Purchase Intentions Through Green Brand Anthropomorphism Strategies: The Moderator Role of Facial Expression

This study uses an experimental comparison to analyze the effects of anthropomorphic strategies that use images with eyes (vs. those without eyes) on consumers’ willingness to buy green products, as well as the mechanism of action. The study finds that concerning the anthropomorphic features of a pr...

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Detalles Bibliográficos
Autores principales: Tong, Zelin, Li, Tingting, Feng, Jingdan, Zhang, Qin
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2020
Materias:
Psychology
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7561679/
https://www.ncbi.nlm.nih.gov/pubmed/33117236
http://dx.doi.org/10.3389/fpsyg.2020.568595

Internet

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7561679/
https://www.ncbi.nlm.nih.gov/pubmed/33117236
http://dx.doi.org/10.3389/fpsyg.2020.568595

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