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Reserch Proposal
Reserch Proposal
Reserch Proposal
1) 연구의 배경
2) 이론적 배경
• 의인화된 제품
사람들이 무생물 제품을 인간과 같은 신체적, 정신적 특성을 가진 것으로 인식하는 현상 (Aggarwal
and McGill 2007; Landwehr, McGill and Herrmann 2011).
• 수요
수요는 고객이 주어진 기간 동안 여러 가격으로 구매할 준비가 되어 있고 구매하고자 하는 상품의
수량입니다.
• 인기 브랜드
3) 가설
Anthropomorphized
products Demand
As a consequence of the resulting inconsistency between the product and its brand, consumers’
certainty about their brand attitudes and demand will change.
As an example when most popular smartphone brands make their phone design as anthropomorphized
products, we can see how consumer demand is changing(increasing or decreasing)
2) Theoretical background
anthropomorphized products-
the phenomenon that people perceive inanimate products as having human-like physical and mental
characteristics (Aggarwal and McGill 2007; Landwehr, McGill, and Herrmann 2011).
demand
demand is the number of goods that the customers are ready and willing to buy at several
prices during a given time frame.
popular brands
A brand is a product, service, or concept that is publicly distinguished from other products,
services, or concepts so that it can be easily communicated and usually marketed. Branding is
the process of creating and disseminating the brand name, its qualities, and its personality.
consumer–brand relationship perspective, brand love is not a specific and single emotion
but an emotionally intense brand relationship (Reimann et al., 2012)
3)HYPOTHESIS
H1; Compared to non-anthropomorphized products, anthropomorphized products increase
consumers’ brand attitudes certainty.
H2; Compared to non-anthropomorphized products, anthropomorphized products decrease
consumers’ brand attitudes certainty.