When Enhancing Human Traits Is Dehumanizing, and What to Do About It

Consumers who use a brain-enhancing device (tDCS) are perceived as less human than consumers who enhance the same traits using non-technological means, even when the enhanced traits are central to human nature. We explore the marketing implications of this dehumanization effect and show how it can be reversed.



Citation:

Noah Castelo, Nicholas Fitz, Bernd Schmitt, and Miklos Sarvary (2015) ,"When Enhancing Human Traits Is Dehumanizing, and What to Do About It", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 779-779.

Authors

Noah Castelo, Columbia University, USA
Nicholas Fitz, University of British Columbia, Canada
Bernd Schmitt, Columbia University, USA
Miklos Sarvary, Columbia University, USA



Volume

NA - Advances in Consumer Research Volume 43 | 2015



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