Anthropomorphised or not? Natural-organic logo’s impact on product value perceptions and consumers’ willingness to pay
Kenneth Fu Xian Ho,
Liudmila Tarabashkina,
Fang Liu
Abstract:Purpose
Building on associative priming, anthropomorphism and biophilia theories, this study aims to explain that a natural–organic (that shows a natural object) and an anthropomorphised natural–organic logo (that shows an anthropomorphised natural object) both act as primes and imbue specific product value perceptions, which subsequently influence willingness to pay a premium price when products have not been used by or are unfamiliar to consumers.
Design/methodology/approach
Two between-subjects experiment… Show more
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