I Anthropomorphize Therefore I Am: a Metaphorical Explanation to the Reflectional Functions of Product Anthropomorphism

Yung-Cheng Shen, National Taiwan Normal University, Taiwan
Lien-Ti Bei, National Chengchi University, Taiwan
Cacelert. Wei-Hao Yang, National Chengchi University, Taiwan
Crystal. T Lee, National Chengchi University, Taiwan
The current study investigates the issue of literal anthropomorphism to advance our understanding of this important phenomenon and finds that some individuals may use anthropomorphic possessions as a way to project ideal self-concept for managing relationships, whereas others may use anthropomorphic possessions as a means of affirming their actual self-concept.
[ to cite ]:
Yung-Cheng Shen, Lien-Ti Bei, Cacelert. Wei-Hao Yang, and Crystal. T Lee (2014) ,"I Anthropomorphize Therefore I Am: a Metaphorical Explanation to the Reflectional Functions of Product Anthropomorphism", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 570-571.