Prior research has mainly examined the effect of social exclusion on individuals' interactions
with other people or on their product choices as an instrument to facilitate interpersonal …

Although digital assistants with humanlike features have become prevalent in computer
games, few marketing studies have demonstrated the psychological mechanisms underlying …

… based on Rocky Peng Chen's doctoral dissertation. Echo Wen Wan, Rocky Peng Chen and
… Echo Wen Wan, Rocky Peng Chen, Liyin Jin, Judging a Book by Its Cover? The Effect of …

Prior consumer research has studied the impact of anthropomorphism on product perception
and evaluation. This research explores how anthropomorphic thinking influences people's …

Anthropomorphism refers to seeing non-human objects as humans. Recent research suggests
that anthropomorphizing objects could influence people’s psychological and emotional …

Extant research confirms the importance of cocreating value with customers in service
marketing, yet little is known about the impact of service agents’ work experiences on customers’ …

Even as artificial agents (AAs) become more prevalent in service encounters, customers
continue to express generally unfavorable views of their creativity, which can lead to negative …

This article explores how a multiplatform advertising strategy enhances brand perceptions
and performance in the fast-digitizing Chinese market. Using schema theory as the …

Anthropomorphism occurs when people imbue nonhuman agents (eg their pets) with humanlike
characteristics, motivations, intentions, or emotions. In marketing, companies often aid …

Experienced passage of time, the extent to which employees perceive the passage of work
time as being fast or slow, is a fundamental aspect of work experience. We identify two novel …