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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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| Publicado en: | Front Psychol |
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| Autores principales: | , , , |
| Formato: | Artigo |
| Lenguaje: | Inglês |
| Publicado: |
Frontiers Media S.A.
2020
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| Materias: | |
| Acceso en línea: | https://ncbi.nlm.nih.gov/pmc/articles/PMC7561679/ https://ncbi.nlm.nih.gov/pubmed/33117236 https://ncbi.nlm.nih.govhttp://dx.doi.org/10.3389/fpsyg.2020.568595 |
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