Childlike Anthropomorphic Characteristics in Products

Katarina Hellen, University of Vaasa, Finland
Maria Sääksjärvi, Delft University of Technology, The Netherlands
This paper focuses on childlike anthropomorphic characteristics in products. The results suggest that childlike anthropomorphic characteristics comprise four dimensions: sweetness, simplicity, sympathy, and smallness, which positively influence product evaluations and willingness to attach to a product. Unexpectedly, men perceived anthropomorphic characteristics as more sympathetic than women did.
[ to cite ]:
Katarina Hellen and Maria Sääksjärvi (2011) ,"Childlike Anthropomorphic Characteristics in Products", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 569-570.