Product Attitude Research Articles

Assessment of the association between aesthetic products and perceived product quality: an analysis of customer attitudes

PurposeThis paper aims to high vs. low aesthetic designed products, investigating how perceived quality acts as a mediator between aesthetic design and product attitude. The authors test how different individuals, such as minimalists vs. maximalists, hedonists vs. utilitarians and self-esteem levels, modify this relationship.Design/methodology/approachSeven hypotheses and a research framework model were developed. Three studies were conducted using the PROCESS Macro V4.3 for analysis, with the results subsequently discussed. A finalized research framework is presented.FindingsThe authors observed that aesthetically pleasing designs positively influence consumer attitudes towards products. Hedonism versus utilitarianism and self-esteem are essential components within the indirect pathway, connecting aesthetic design to perceived quality and subsequently to product attitude, while minimalism directly affects the relationship between aesthetic design and product attitude.Practical implicationsMarketers must comprehend diverse consumer preferences and traits for business success. Perceived quality, distinct from actual quality, strongly shapes pre-purchase product attitudes. Therefore, aligning design with perceived quality is crucial.Originality/valueThis study provides valuable insights into how individual factors influence the choice of products with different aesthetic designs.

How influencers can enhance consumer responses by value co-creation

Purpose This paper aims to explore whether, how and when influencers’ value co-creation behavior in a post – influencers investing operant resources to enhance the value gained from using the product – shapes consumers’ responses toward an influencer’s recommendation. Based on value co-creation theory and consumer inference, this paper proposes that consumers infer influencers have more expertise with and more favorable attitude toward the product from value co-creation. Consequently, such behavior can foster consumer engagement and favorable attitude toward the recommended product. Design/methodology/approach The authors collected real-world data and conducted four sets of experimental studies. In the experimental studies, the presence of an influencer’s value co-creation behavior (i.e. co-creation vs. control) was manipulated to test the causal effect and mechanisms of co-creation on engagement and product attitude. Findings Results show that influencers’ value co-creation behavior positively affects consumers’ engagement and attitudes toward the product. These effects are driven by perceived influencer’s expertise with and favorability toward the product (Studies 1 and 2). Co-creating utilitarian value is more effective than co-creating hedonic value (Studies 3A and 3B). In addition, influencers with a larger number of followers benefit more from co-creation behavior than those with fewer followers (Study 4). Research limitations/implications This research adds to the literature on value co-creation by investigating how, why and when influencers’ value co-creation enhances consumer responses to the post. Our investigation concretizes value co-creation behavior in the context of influencer marketing and demonstrates its signaling effect with nuanced role of value type in shaping the effect. The findings provide a novel cue that influencers can use to enhance consumer responses to their posts. Practical implications Brands should encourage influencers to focus on value-in-use co-creation when promoting their products. While emphasizing value co-creation in influencer partnership, brands should also carefully consider the type and size of influencers they collaborate with based on the nature of their products and target audience. The research findings also provide practical implications for influencers, offering guidance on how they can optimize their content creation strategies and enhance their effectiveness in influencer marketing collaborations. Originality/value This research enriches understanding of value co-creation in the context of influencer marketing and the role of content specifics in influencers’ posts. The findings provide a novel cue that influencers can use to enhance consumer responses to their posts.

Prefer cheap or expensive products? Shopping stage matters.

E-commerce platforms generally provide consumers with the function of virtual shopping carts to help them store interested products. Although about 80% of online consumers intends to purchase after adding products to their shopping cart, the abandonment rate of cart products has been up to 70%. It is important to understand how to improve consumer attitude toward product both before and after cart use. Building on the relevant literature and the consumer shopping goal stages theory, this study aims to examine the effects of product price, as one of the most indispensable and important information in online shopping, on consumer attitudes toward product at different decision-making stages in online shopping (i.e., add-to-cart stage and place-an-order stage), and the mediating roles of perceived product quality and monetary sacrifice. The findings from behavioral experiment suggest that high price leads to a more positive attitude toward product at add-to-cart stage by strengthened perception of high product quality, while results in a less positive product attitude at place-an-order stage because of the enhanced perception of monetary sacrifice. Both theoretical contributions and practical implications are discussed.

The effect of category‐specific temporal frame on temporal reframing of price

AbstractThis study explores the effects of temporal reframing of price (TRP), a strategy presenting the total cost of a product or service in smaller, segmented amounts (e.g., $1 per day rather than $365 in total), and its potential to intensify consumers' feelings of being misled, thereby negatively impacting their attitudes toward the product. While previous research has underscored the benefits of TRP, such as lowering perceived costs and enhancing perceived benefits through heuristic information processing, the current study, informed by theories of heuristic versus systematic processing and attribution theory, investigates whether TRP leads to increased feelings of manipulation by deviating from conventional category‐specific temporal frames of pricing. Through two experiments, we find that such deviations may prompt consumers to view TRP as manipulative, subsequently heightening feelings of being misled, especially at higher price levels, whereas lower price levels could diminish the scrutiny applied to marketers' intentions. Additionally, this study demonstrates that feelings of being misled mediate the relationship between the presentation of price information and product attitude, highlighting the potential risks of employing TRP strategies. The paper discusses optimal situations for implementing TRP, aiming to navigate its strategic use effectively.

Taxonomy for the assessment of the subjective experience of curly hair manageability.

This paper aims to develop and validate a taxonomy for the assessment of the subjective experience of curly hair manageability. It represents the latter of two iterative stages of a mixed-method design interdisciplinary project. The qualitative stage of the study incorporated thematic analysis of 14 interview transcripts generated using a video-ethnographic method (SEBE). A survey-based instrument assessing different elements of the construct of hair manageability designed during the first stage of this project was further developed following consultations with experts with extensive experience in hair research, product development, testing and trichology. The instrument was tested online with 506 female participants self-reporting natural curly hair, types 3A and higher according to the Andre Walker Curl Classification. The initial construct of four groups of hair goals received positive content validity from the experts. High scale reliability was achieved for the aesthetic, haptic and emotive goals' scales as well as for hair esteem (Cronbach's alpha >0.75). Curl type was the only personal hair attribute that was correlated with hair goals and perceptions. From the demographic and lifestyle data, only age was correlated with goals and willingness to try new products. Common hair practices and product usage were also correlated with hair curl and goals. The appropriateness of the instrument for measuring the strength of different hair goals and perceptions relevant to hair curvature degree and hair esteem has been validated. The instrument will support the development and testing of products better aligned with the manageability needs of very curly and textured hair. It was also confirmed that hair curvature is the most significant determinant of practices, and age of product attitudes.

Is Community Pharmacies’ Personnel Well-Oriented about Cosmeceuticals? A Cross-sectional Survey and Costumer Simulation

Background: The cosmetics business is one of the most profitable and advanced global trade sectors, and academic and industrial investments have expanded to provide high-quality products to the right consumers. Thus, this cross-sectional survey assessed Iranian pharmacists and pharmacy technicians' (PT) cosmetic product knowledge, attitudes, and behaviors. Methods: Between December 2021 and July 2022, pharmacists and PTs who worked in CPs in Tehran province. Demographics were the first questionnaire section after eligibility and consent. Ten questions test knowledge in the second phase. The third portion has nine pharmacist cosmetic product attitudes self-developed questions. We used five-point Likert spectrum scaling. The final component of the questionnaire includes a pharmacist practice checklist. This fulfilled 12 pharmacists' obligations. PT demographics, knowledge, and attitude were measured using an eight-, five-, and eight-item questionnaire. A cosmetic sales checklist with eight practice items was devised to evaluate PTs. Pharmacists and PTs were evaluated for scientific advice on exfoliating lotion and anti-stain sunscreen use, skin type, history, and brand presentation. Using a 95% confidence interval, binary logistic regression found significant relationships between categorical dependent and independent variables. Pearson correlation measured knowledge-performance linearity. Results: The study included 325 pharmacists and 324 PTs. The average knowledge score for pharmacists was 6.38 ± 1.95, while their practice score was 6.35 ± 1.92 out of 10. The overall knowledge score for PTs was 2.8 ± 0.92 out of 5. Results indicate a strong association between pharmacist and PT knowledge and cosmeceutical performance (r= +0.635 and +0.564, respectively, P < 0.001). Conclusion: This study indicates community pharmacists and PTs in Tehran have a moderate knowledge about cosmeceuticals. Also, a significant correlation between knowledge and performance was observed in both groups.

A Study of Hakka Image Emotion , Hakka Product Attitude and Online Purchase Psychological willingness

Hakka image is composed of pictures and words that are related to Hakka culture, which communicates with people via the Internet 24/7. The interconnection between Hakka culture and industry has developed products that represent Hakka culture employing Hakka image; hence, Hakka products continue to show the symbolic characteristics of Hakka culture. According to the Theory of Reasoned Action and Hakka imagery emotions, this study explores Internet young users’ Hakka product attitude and online purchase intention. The research object is a representative Hakka cultural and creative product in Taiwan. Data were collected from 176 respondents from social networking sites. A Structural Equation Model (SEM) analysis shows that the second-order model is better than the first-order model. The dimension of “Hakka retro” of Hakka image emotion significantly affected the Hakka product attitude; meanwhile, “Hakka retro” significantly affected the online purchase intention. The SEM model explains the variance in Hakka product attitude (62.9%), and online purchase intention (62.5%). Overall, the Hakka industry should keep optimizing the Hakka image of the website, move consumers' emotions through the Hakka images, and enhance the positive attitude toward Hakka products and online purchase intention. The conclusion of this research can be used as a reference for managers and theoretical researchers.

Branding in a Budding Industry: The Influence of Visual Cues on Consumer Behavior in the Cannabis Market

This study investigates the impact of visual branding cues on consumer responses in the cannabis market. Visual communication plays a critical role in shaping consumer behavior and perception. However, limited research exists on how consumers evaluate visual branding cues in the context of cannabis products. This study focuses on the effects of branded versus unbranded cannabis packaging for edible and inhalable products. It explores consumer product trust, product attitude, purchase intention, and willingness to pay in relation to visual branding cues. By investigating the impact of visual branding cues in the cannabis market, this study contributes new insights into the applicability of cue utilization theory and the theory of reasoned actions through this novel context.

Is there also a hidden health cue in the background? The impact of natural imagery on product attitude in food marketing

Prior studies have primarily concentrated on the role of food imagery, which depicts the food itself or its ingredients, in conveying food messages, with less emphasis on background imagery. Background imagery, which often carries symbolic or metaphorical meanings through the depiction of food-related and non-food-related subjects, also serves as a vital medium for communicating food messages. This study investigates the role of natural imagery, a type of background imagery, in transmitting health-related attributes of food. This study employed an implicit association test (IAT) alongside three scenario experiments. The findings demonstrate that natural imagery triggers a health association with food, leading to a favorable product attitude, referred to as the “health metaphor effect.” Subsequently, the boundary conditions for this effect were examined, revealing its presence in healthy product categories as opposed to unhealthy ones. Building upon these findings, the study also assessed the influence of food imagery in food visuals on the role of natural imagery. The result indicates that, for healthy foods, the health metaphor effect is more pronounced when the food imagery is depicted in a processed (vs. raw) state.

Do virtual endorsers have a country-of-origin effect? From the perspective of congruent explanations

More and more companies are using virtual endorsers (VEs) for digital marketing and promotion. However, it is unclear whether there is a country-of-origin (COO) effect for VEs. Based on theories related to congruent explanations and four experiments (n = 550 in total), this study found that, first, consumers' willingness to pay for products endorsed by VEs from a different COO does not differ significantly when the COO of the product is not considered. Second, when the COO of both the VE and the product is considered, people's willingness to pay increases significantly when the two COOs are consistent; when they are inconsistent, the effect of domestic VE endorsing foreign products is greater than that of foreign VE endorsing domestic products. Third, the effect of VE–product COO consistency on consumers' willingness to pay is significantly weaker when a less human-like VE is adopted. Finally, the effect of VE–product COO consistency on consumer willingness to pay is mediated first through the parallel mediation of perceived VE image and product value, and then through the sequential mediation of product attitude. This study has important theoretical and practical implications for companies as they design VEs, grasp target markets and develop individualised marketing promotion strategies.

Eco-endorsement dynamics: unraveling the influence of celebrity attitudes on eco-product perceptions and purchase decisions

PurposeThis research delved into the intricate dynamics between celebrity endorsements and consumer behavior focusing on eco-friendly wine product. This study aims to understand the relationship between attitudes toward the celebrity endorser (CATT), perception of wine as eco-friendly (PECO), overall positive attitude toward the product (PATT) and the intention to purchase (PINT).Design/methodology/approachThe present study relies on a large sample of 478 US citizens. Mediation moderation analysis is adopted for data analysis.FindingsThe findings revealed a full mediation effect where the influence of CATT on PINT is primarily through PECO and PATT. This suggests that the celebrity's endorsement indirectly affects purchase intention by first influencing perceptions of the product's eco-friendliness and the overall product attitude. Notably, perceiving wine as eco-friendly leads to a favorable product attitude, subsequently enhancing purchase intentions. While CATT significantly impacts both PECO and PATT, its effect is more potent on PATT, emphasizing that the celebrity's overall image might align more closely with the general product attitude than specific attributes like eco-friendliness.Originality/valueRecognizing the complex landscape of the wine market, the research emphasizes the necessity for comprehensive marketing strategies that consider both the direct and mediated impacts of celebrity endorsements. The findings offer a foundational framework for understanding the nuanced interplay of celebrity endorsement, product perception and purchase intention in the context of the wine market.

A Study on Advertising Effectiveness Depending on Information Source Type (Real Human vs. Virtual Human)

Purpose: This study was conducted to investigate the differences in information source properties according to the type of information source (real human vs. virtual human) and to empirically analyze the impact of the information source type on advertising attitude and product attitude. In addition, this study examined the moderating effect of consumer gender on the effect of information source type on advertising attitude, and the mediating effect of advertising attitude on the effect of type of information source on product attitude. Theoretical framework: The Source effect refers to the degree to which consumers' message acceptance varies depending on the information source, that is, the properties of the advertising model. In general, representative properties that affect information source effectiveness include expertise, trustworthiness, and attractiveness. The Uncanny Valley theory is the theory that when humans see a non-human being, the more it resembles a human being, the more they feel favorable towards it, but when it reaches a certain level, they feel displeased with it. Methodology: To test hypotheses, this study conducted an online and offline mixed survey, and a total of 410 questionnaires were used in the final analysis. To test validity and reliability of measurement tools, this study did factor analysis and reliability analysis. Hypotheses were tested with t-test and ANOVA analysis. To test mediating effects, it did mediating regression analysis. Findings: The findings of data analysis were as follows. First, when the information source type was a virtual human, the level of information source properties was lower than when the information source type was a real human. When the information source type was a virtual human, expertise and trustworthiness were low, and there was no difference in attractiveness. Second, when the information source type was a virtual human, the attitude toward advertising was low. Third, the information source properties of the virtual human advertising model were confirmed to have a positive (+) effect on consumer advertising attitudes. Fourth, the information source properties of the virtual human advertising model were confirmed to have a positive effect on consumer product attitudes. Fifth, the impact of the type of information source on advertising attitude was found to be higher for male consumers than for female consumers, confirming that there is a moderating effect of consumer gender. Sixth, it was confirmed that advertising attitude has a positive effect on product attitude. Seventh, it was confirmed that the effect of information source type on product attitude was mediated by advertising attitude. Research, Practical & Social implications: The results of this study suggest the following implications. First, this is the first level of research to theoretically verify the effectiveness of advertisements featuring virtual humans and examine whether the theoretical foundation of the information source effect can be extended to virtual humans. Second, this study empirically verified the moderating effects of consumers' psychological mechanisms and demographic factors on the effect of information source types on advertising attitudes. Originality/value: This study empirically analyzed the source effect of a virtual human advertising model based on the information source effect and the uncanny valley effect.

The study of female college students' consumer psychology mechanism toward male celebrity endorsed products: Tempted or coerced?

The trend of male celebrities endorsing female products is increasing. However, research is lacking on whether this influence is due to the positive emotions generated by the male celebrity's attractiveness or the peer pressure due to mass purchases by the celebrity's fans, and how these effects differ across products with different attributes. This study aims to fill the gap in the existing literature by investigating the influence of male endorsers on female consumers purchase intention, and to deepen the understanding of the mechanisms by which attractiveness and conformity jointly influence purchase decisions. This study used a mixed-design text experiment to investigate the impact of male endorsers' attractiveness and conformity on female college students' positive product attitude and purchase intention for gender-neutral product, female skincare product, and female intimate product, based on the Theory of Planned Behaviour (TPB). The data collected from 456 female college students were analyzed using bootstrap analysis. The study found that both male endorsers' attractiveness and conformity can enhance female college students' positive product attitude and promote their purchase intention for gender-neutral product. However, for female skincare product, male endorsers' attractiveness affects their positive product attitude and purchase intention. Nevertheless, when conformity was present, attractiveness no longer had an effect. Furthermore, for individuals with high levels of loneliness, attractiveness had a detrimental effect on their positive product attitude. On the other hand, conformity had a positive effect by promoting positive product attitude and increasing purchase intention. For female's intimate product, attractiveness did not affect positive product attitude and purchase intention, but the positive effect of conformity remained significant, and both relationships were not moderated by loneliness. It enhances our comprehension of the intricate dynamics underlying the influence of male celebrity endorsements on consumer purchasing decisions, and also offers theoretical justification for the selection of male endorsers for diverse female product.

Geographical indications as a labelling strategy: an empirical investigation of negative bias and its managing conditions

Purpose This study aims to examine the influence of two significant product labelling strategies (geographical indication [GI] vs country-of-origin [COO]) on shaping customer product attitude and purchase likelihood, considering consumers’ ethnocentric and cosmopolitan tendencies. The authors also investigate the boundary conditions and intervening mechanisms to manage the adverse consumer product evaluations and present mitigating procedures which reinstate favourable product evaluations and purchase likelihood. Design/methodology/approach The collected data from these all these studies were analysed using ANOVA and mediation anlaysis. The study tests the proposed hypotheses using three follow-up experimental investigations. Findings The study found that GI (vs COO) labels have a more significant impact on customers’ product evaluation and likelihood of purchase and supported the dispositional effect of ethnocentric and cosmopolitan inclinations. Further, the results indicated that self-product congruence can efficiently regulate consumer dispositions. Also, the results confirmed the significant impact of product identification on influencing consumer attitudes. Practical implications The above-said insights add practical insights, particularly concerning product labelling. Also, the insights on product attitudes and purchase likelihood intricacies in the context of product labelling enable companies to comprehend better the significance of GI labels, COO labels and self-product congruence. Originality/value To the best of the authors’ knowledge, this is the first time a study has compared the role of two significant product labelling strategies (GI vs COO) in shaping customer product evaluations, confirmed its boundary conditions and shown how to transform them into helpful customer product outcomes.

The organic odyssey: Navigating the influence of attitude on purchase intent, mediated by perceived value, quality, and price in India

PurposeThe purpose of this study is to investigate the relationship between attitude and purchase intention in the context of Indian organic food products. Specifically, the study aims to examine the mediating role of perceived value, perceived quality, and perceived price in this relationship.Study design/methodology/approach: The study design utilized a quantitative approach. Data were collected randomly from 308 respondents residing in cosmopolitan cities of India. A self-administered structured questionnaire was used to collect data. The study utilized the Process Macro (Model 6) for serial mediation analysis, assessing the sequential role of perceived value, perceived quality, and perceived price in mediating the relationship. FindingsThe study found a significant relationship between attitude and purchase intention in the context of Indian organic food products. Perceived price and quality were identified as important mediators in this relationship.Originality/Value: This study contributes to the existing literature by examining the mediating role of perceived value, perceived quality, and perceived price in the relationship between attitude and purchase intention for Indian organic food products. It provides a clear roadmap for practitioners in designing effective marketing strategies by emphasizing the importance of perceived price and perceived quality.

Research on the Effectiveness of Virtual Endorsers: A Study Based on the Match-Up Hypothesis and Source Credibility Model

In the digital era, businesses are actively integrating advanced technology and innovative marketing strategies to achieve sustained growth. Notably, virtual endorsers play a key role in driving enterprises towards digital transformation in the field of digital marketing. Understanding consumer attitudes towards the use of virtual endorsers in digital marketing is especially important for enterprises employing digital tools to realize a sustainable business model. To this end, this research adopts the match-up hypothesis and source credibility model as its theoretical framework, delving into the impact of virtual endorser–product fit and credibility features (attractiveness, expertise, and trustworthiness) on product attitudes, as well as the interactive effects of these features with product types. We collected feedback data from 376 participants through an online questionnaire and validated our hypotheses using the PLS-SEM model. The results demonstrate that virtual endorser–product fit positively affects credibility, with higher credibility further enhancing consumers’ attitudes toward products. Additionally, the source credibility model partially mediates the relationship between the match-up hypothesis and product attitudes, with attractiveness exerting the most significant impact. Finally, we observed variations in consumer attitudes toward products endorsed by virtual endorsers based on product types. The findings of this study provide a solid theoretical basis for a deeper understanding of consumer attitudes towards the application of virtual endorsers in marketing and offer practical suggestions for businesses to leverage digital tools for sustainable development.

Perceived greenwashing and its impact on eco-friendly product purchase

Notwithstanding the increasing commitment of managers toward environmental sustainability, consumer skepticism remains widespread, often resulting in perceptions of greenwashing. Although greenwashing has been studied by researchers, there is a lack of understanding of how consumers' Perceived greenwashing affects their consumption behavior. The current study aims to investigate how perceived greenwashing impacts consumers’ purchasing behavior of environmentally friendly products. The study used the “theory of planned behavior” and the “theory of perceived risk”. For data analysis, SmartPLS3 was employed. Results confirm that the perceived greenwashing leads to a decrease in the attitude, purchase intention, and purchase behavior of eco-friendly products. Both perceived risk and perceived differentiation also were found to influence purchase intention. These findings confirm the negative impact of greenwashing perception on consumer behavior and highlight the need for transparency and clear environmental claims in product communication.

Causal Factors of Acceptance Smart Home Technology System Among Adolescents in Zhengzhou, Henan

Objective: This study aims to investigate the factors influencing the behavioral habits of adolescent users regarding the use of smart home products. Theoretical Framework: Smart homes represent an innovative integration of electronic devices within a private home environment, utilizing technologies such as the Internet of Things, automatic control, and network communications to enhance efficiency, energy conservation, and security. This study is grounded in the theoretical framework of technology acceptance models and behavioral intentions to understand the adoption of smart home technology systems among adolescents. Method: Qualitative research was conducted using a structured questionnaire to collect data from 390 users in Zhengzhou, Henan. The data were filtered to eliminate outliers. Descriptive statistics, confirmatory factor analysis, and structural equation modeling were employed to determine the style and scale of smart home product design and the relationship between user attitudes and usage behavior. Results and Conclusion: The study found a direct and positive relationship between smart home product attitudes and teenage users' behavioral intentions. Additionally, it revealed that user personal capabilities significantly predict the actual adoption of smart home technology systems among adolescents. The findings provide valuable insights for designing smart home technology systems and products tailored to adolescent users in Zhengzhou, Henan, contributing to the advancement of management practices in the field of smart home technology. Originality/Value: This study contributes to the advancement of science in the field of smart home technology by revealing causal factors influencing the acceptance of smart home technology systems among adolescents in Zhengzhou, Henan.

Knowledge Attitude and Practice of Skin Whitening Products among Students in Ahfad University for Women

Background: In the recent years, a significant increase in the use of skin whitening products in Sudan among university students was noted. Serious threatening complications would ensue duo to the improper use of them. Therefore, evaluating knowledge, attitude and practice towards the use of skin whitening products is crucial. We aimed to assess the Knowledge, attitude and practice of skin whitening products among students of Ahfad University for Women. Methods: This was a descriptive cross-sectional study. It was conducted at Ahfad University for Women, which located in Sudan, in Omdurman city. The sample size was 200 participants. Data was collected using a questionnaire in the period from January _ July 2021. Results: The study sample was 200 participants. Mean participant age was 23 years. high number of participants have a good knowledge about skin whiting products and its side effects but only (32%) know about the contents of these products and most of them from school of medicine and school of health sciences (18%). regarding the attitude we found that the majority of females recognize that practicing Of these products is not a good one . , and the good was found in school of pharmacy only (5%) have a favorable attitudes toward these products .most of the participants (63%) used skin whiting products, the highest percentage recorded using these products was from school of management ( 22%) .(61%) of the users denied, any undesirable adverse effects and the remainder (39%) reported an group of local and systemic adverse effects. Conclusion: There is high level of knowledge, With Good attitude and high level of practice of skin whitening product in students of Ahfad University for women. This reflects that a good knowledge about skin whitening products dose not guaranty a proper practice techniques and. they don't pay attention to the dangerous effects of the skin whiting products.

The role of recommendation sources and attribute framing in online product recommendations

As artificial intelligence (AI) is increasingly incorporated into online product recommendations (OPRs), investigating how an AI recommendation source influences consumer behavior has attracted widespread attention among scholars. Across five studies, this paper empirically examines the effect of the AI (vs. human) recommendation source on consumer responses from the perspective of vice and virtue frame products. The results show that when OPRs frame products as vice (vs. virtue), the AI (vs. human) recommendation source has negative effects on perceived warmth and competence (Study 2a) and eventually negatively influences purchase intention (Studies 1a and 2a), willingness to pay (Study 1b), and product attitude (Study 2b). However, humanized AI and AI-human hybrid improve the acceptance intention of vice frame product recommendations through different improvement paths (Study 3). This paper extends the research stream on the comparison of AI and humans and contributes to the literature on social perception, humanized intelligence, and augmented intelligence.