Time to say goodbye: The impact of anthropomorphism on selling prices of used products

In this research, we investigate the impact of anthropomorphism on used product transactions. The results of three experiments with different types of products and in different types of transaction channels (i.e., online auctions and fixed-price selling formats) provide converging evidence that anthropomorphism leads sellers to set higher selling prices for their used products. In this research, we theorize that this outcome occurs because sellers develop strong emotional connections with their anthropomorphized products and hesitate to end the relationship. We also highlight an important boundary condition for this core effect. We demonstrate that this effect of anthropomorphism occurs when sellers have positive attitudes toward the past.