Anthropomorphised or not? Natural-organic logo’s impact on product value perceptions and consumers’ willingness to pay
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DOI: 10.1108/jcm-09-2022-5629
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… read more here.
Keywords: value perceptions; natural organic; anthropomorphised natural; willingness pay ... See more keywords