Emotional Anthropomorphism: What Kind of Face Sits Well on a Car's Frontal Appearance?

Jan R. Landwehr, University of St. Gallen, Switzerland
Bernd Weber, University of Bonn, Germany
Andreas Herrmann, University of St. Gallen, Switzerland
The present research is aimed at providing insights into the complex nature of product anthropomorphism with respect to gender and emotional expressions of employed faces and shows on the basis of a fMRI study that cars resemble female faces and are best liked when they simultaneously look aggressive and friendly.
[ to cite ]:
Jan R. Landwehr, Bernd Weber, and Andreas Herrmann (2011) ,"Emotional Anthropomorphism: What Kind of Face Sits Well on a Car's Frontal Appearance?", 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.