The Effect of Anthropomorphism on Consumer Preference

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


Echo Wen Wan , Rocky Peng Chen, and Liyin Jin (2015) ,"The Effect of Anthropomorphism on Consumer Preference", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 484-485.


Echo Wen Wan , University of Hong Kong
Rocky Peng Chen, University of Hong Kong
Liyin Jin, Fudan University, China


NA - Advances in Consumer Research Volume 43 | 2015

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