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In: Ein-Gar D. & Levontin. (2013). Giving from a Distance: Putting the Charitable Organization at The Center of the Donation Appeal, Journal of Consumer Psychology, 23(2), 197-211.
SSRN
In: Ein‐Gar, D., Levontin, L., & Kogut, T. (2021). The Adverse Effect of Choice in Donation Decisions. Journal of Consumer Psychology
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In: Liat Levontin, Danit Ein-Gar, and Tehila Kogut (2020) ,"The Neglected Victim Effect", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 494-496
SSRN
In: Danit Ein-Gar, Liat Levontin, and Angela Lee (2017) ,"I Don't Have Now, But I Will Make Sure I Have Later: Saving For the Future Under Resource Deficiency Mindset", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association
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In: Levontin L., Ein-Gar D. & Lee A. (2015). Acts of Emptying Promote Self-Focus: A Perceived Resource Deficiency Perspective, Journal of Consumer Psychology, 25(2), 257–267.
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In: European Journal of Marketing
ISSN: 0309-0566
Purpose
This paper aims to draw on values theory, associative network theory and schema congruity theory to examine how consumers attribute human-like values to product categories and products, and how these attributions affect product evaluations.
Design/methodology/approach
Study 1 randomly assigned 925 respondents to one of three product categories (cars, mobile phones and vacations). They were asked about their values and to attribute values to an assigned product category. Study 2 randomly assigned 919 respondents to one of the four value-expressive car conditions. They were asked to attribute values to the car, and then about their attitudes and purchase intentions.
Findings
Respondents attributed human-like values to product categories and products that were distinct and reflected the motivational compatibilities and conflicts inherent in the circular structure of human values. Moreover, multifaceted value congruity effects were found to positively influence attitudes and intentions to purchase a car, including congruity with product category values-schema, consumers' personal values-schema and the structure of human values.
Originality/value
The authors demonstrate how a cognitive memory-based view can be used to better understand the complexities of the attribution of human-like values to products and product categories. Moving beyond the attribution of brand personality, this study shows the importance of not only understanding the attributions of values to a product but also considering how these attributions interact with the more abstract product category values to influence evaluations.