... by the consumer’s self-construal. Originality/value This research advances the interactive marketing literature by moving beyond basic anthropomorphism toward a symbiotic consumer-AI perspective. It demonstrates that an AI product’s value relies heavily on a “autonomy- anthropomorphic relationship fit...

... with higher interdependent (vs. independent) self-construal. Originality/value This research highlights the role of product acquisition cues in PWOM in influencing consumers' evaluation of WOM, while also revealing the processes inherent in how consumers process information through mental imagery...

..., the authors investigate the effects of partitioning experiential consumption and self-construal on consumer responses. Design/methodology/approach Based on the literature on partitioning and self-construal, the findings across three experimental studies provide novel insights into the interplay between...