Seeing Smiles: Consumers’ Adoption of Anthropomorphized New Product

Lan Jiang, University of British Columbia, Canada
JoAndrea Hoegg, University of British Columbia, Canada
Darren W. Dahl, University of British Columbia, Canada
In this research, we seek to investigate whether consumers would be more likely to adopt new products when they possess human characteristics. Our findings show that participants report more favorable attitudes and a higher intention to purchase the anthropomorphized new products, particularly when there is uncertainty specific to the product.
[ to cite ]:
Lan Jiang, JoAndrea Hoegg, and Darren W. Dahl (2011) ,"Seeing Smiles: Consumers’ Adoption of Anthropomorphized New Product", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.