In furtherance of this goal, the EDA has constructed a new EDA focused website and created promotional materials, including a video, with the goal of attracting young urban professionals and their families to relocate to the Greater Peterborough area.
Furthermore, socially excluded consumers differ in the types of relationships they would like to build with anthropomorphized brands, depending on their attributions about the exclusion.
Specifically, consumers who blame themselves (others) for being socially excluded show greater preference for anthropomorphized partner (fling) brands (study 3).
Based on this premise, we predict and find support in three studies that socially excluded consumers, compared with non-excluded consumers, exhibit greater preference for anthropomorphized brands (studies 1–3).
This effect is mediated by consumers' need for social affiliation and is moderated by the opportunity for social connection with other people (study 2).
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