Anthropomorphism Reduces Efficacy？How Regulatory Focus and Health Locus of Control Affect Willingness to Pay For Anthropomorphized Healthcare Products
碩士 === 國立中山大學 === 企業管理學系研究所 === 106 === Anthropomorphism has been widely used in markrting including product design and advertising presentation. Drawing from the persuasion knowledge model, we examin how anthropomorphism in healthcare products affects consumers’ willingness to pay (WTP) for the pro...
| Main Authors: | , |
|---|---|
| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2018
|
| Online Access: | http://ndltd.ncl.edu.tw/handle/2xj9r5 |