Childlike Anthropomorphic Characteristics in Products

This paper focuses on childlike anthropomorphic characteristics in products. The results suggest that childlike anthropomorphic characteristics comprise four dimensions: sweetness, simplicity, sympathy, and smallness, which positively influence product evaluations and willingness to attach to a product. Unexpectedly, men perceived anthropomorphic characteristics as more sympathetic than women did.


Katarina Hellen and Maria Sääksjärvi (2011) ,"Childlike Anthropomorphic Characteristics in Products", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 569-570.


Katarina Hellen, University of Vaasa, Finland
Maria Sääksjärvi, Delft University of Technology, The Netherlands


NA - Advances in Consumer Research Volume 39 | 2011

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