Avoiding harm to the product: how product anthropomorphism and buyer usage intent affect sellers’ pricing

Purpose Building on the core concept of anthropomorphism and the empathy-helping theory, this research aims to examine how product anthropomorphism and buyer usage intentions affect sellers’ pricing in second-hand markets as well as explore the psychological dynamics underlying these effects. Design/methodology/approach To test the hypotheses, a series of four experiments were conducted. Studies 1a (n = 140) and 1b (n = 140) employed a one-factor (product anthropomorphism: yes vs no) between-subject design and used chi-square analysis. Study 2 (n = 145) and Study 3 (n = 162) employed a 2 (usage intention: protective vs destructive) × 2 (product anthropomorphism: yes vs no) between-subject design and used two-way ANOVA and moderated mediation analysis. Findings The study found that even when potential buyers with destructive (vs protective) usage intentions offer higher prices, sellers of anthropomorphized (vs non-anthropomorphized) products are less willing to choose them (Studies 1a and 1b). When potential buyers express destructive (vs protective) usage intentions, sellers of anthropomorphized (vs non-anthropomorphized) products are less willing to offer discounts (Study 2), and the lowest price they are willing to accept is higher (Study 3). The level of perceived capacity for pain mediates these effects (Study 3). Originality/value These findings offer insights into the application of product anthropomorphism strategies and the second-hand transactions of used anthropomorphized products.