Knowledge About a Product’S Creator and Its Effect on Product Anthropomorphism

Pankaj Aggarwal, University of Toronto, Canada
Valerie Folkes, University of Southern California, USA
This research proposes a novel antecedent of product anthropomorphism: the association of the product with its human creator, which results in the transfer of the creator’s essence to the product. The effect occurs when the creator is person rather than a company and when the creator has fundamentally human traits.
[ to cite ]:
Pankaj Aggarwal and Valerie Folkes (2015) ,"Knowledge About a Product’S Creator and Its Effect on Product Anthropomorphism", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 448-448.