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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 43 | 2015



Share Proceeding

Featured papers

See More

Featured

The Impostor Syndrome from Luxury Consumption

Dafna Goor, Harvard Business School, USA
Nailya Ordabayeva, Boston College, USA
Anat Keinan, Harvard Business School, USA
Sandrine Crener, Harvard Business School, USA

Read More

Featured

Assemblages of Denim: Transforming from Mundane to Remarkable Consumption Object

Eminegül Karababa, Middle East Technical University
Mahmut Sami Islek, Eskisehir Osmangazi University
Ufuk Ay, KTO Karatay University

Read More

Featured

Consumer Identity in the Flesh: Lactose Intolerance and the Erupting Body

Kushagra Bhatnagar, Aalto University, Finland
Jack Tillotson, Liverpool John Moores University
Sammy Toyoki, Aalto University, Finland

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.