Seeing Man in Man’S Best Friend: the Role of Anthropomorphism on Increasing Prosocial Behavior

Brooke Reavey, Drexel University, USA
Marina Puzakova, Drexel University, USA
Hyokjin Kwak, Drexel University, USA
Our research examines whether individuals are more likely to donate to an anthropomorphized agent. In contrast to prior research, we emphasize that there are two types of anthropomorphism—explicit (observable) and implicit (non-observable) - that change the willingness to donate to an agent for people with high and low beliefs regarding anthropomorphism.
[ to cite ]:
Brooke Reavey, Marina Puzakova, and Hyokjin Kwak (2011) ,"Seeing Man in Man’S Best Friend: the Role of Anthropomorphism on Increasing Prosocial Behavior", 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: 657.