Come Closer: Anthropomorphized Products As Intimate Companions

Ana Valenzuela, Baruch College, USA
Rhonda Hadi, Baruch College, USA
This research suggests that individuals with high preference for solitude may treat products with human-like traits as intimate companions. We expect this effect to be moderated by both physical and perceived closeness to the product’s human-like traits. We explore implications of this research for product design and endowment effect research.
[ to cite ]:
Ana Valenzuela and Rhonda Hadi (2011) ,"Come Closer: Anthropomorphized Products As Intimate Companions", 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.