The Role of Gender Congruity For Anthropomorphized Product Perception

Ellis Van den Hende, University of Amsterdam, The Netherlands
Ruth Mugge, Delft University of Technology, The Netherlands
This research extends prior research on anthropomorphism by demonstrating a gender-schema congruity effect: when a human gender schema is primed that is congruent to consumers’ own gender, consumers show more preferential evaluations and are more likely to perceive the product as human, even when no schema-congruent product features are present.
[ to cite ]:
Ellis Van den Hende and Ruth Mugge (2012) ,"The Role of Gender Congruity For Anthropomorphized Product Perception", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 667-669.