Should I Get in Shape Or Get Closer to “Mr. Health”? the Effects of Goal Anthropomorphization on Goal Pursuit

Frank May, University of South Carolina, USA
Extant research on anthropomorphism has examined the anthropomorphization of physical objects. This research demonstrates that anthropomorphism can be utilized in the abstract realm of goals, and that goal anthropomorphization affects goal pursuit differentially depending on the valence of the anthropomorphized entity and the personality of the person pursuing the goal.
[ to cite ]:
Frank May (2012) ,"Should I Get in Shape Or Get Closer to “Mr. Health”? the Effects of Goal Anthropomorphization on Goal Pursuit", 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: 710-711.