The Influence of Anthropomorphism on Product Attributes Processing and Consumer Preference

The current research proposes that anthropomorphism—seeing humanlike characteristics in nonhuman agents—increases consumer preference for physically superior products. This effect occurs because consumers perceive anthropomorphized products similarly to person perception which often relies on physical cues.



Citation:

Echo Wen Wan , Rocky Peng Chen, and Liyin Jin (2015) ,"The Influence of Anthropomorphism on Product Attributes Processing and Consumer Preference ", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 116-117.

Authors

Echo Wen Wan , Faculty of Business and Economics, University of Hong Kong, Hong Kong
Rocky Peng Chen, Faculty of Business and Economics, University of Hong Kong, Hong Kong
Liyin Jin, School of Management, Fudan University, China



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015



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