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



Share Proceeding

Featured papers

See More

Featured

The Trusted Influencer: How They Do It and How Brands Can Benefit

Gillian Brooks, Oxford University, UK
Mikolaj Piskorski, IMD

Read More

Featured

The Slippery Slope of Green Consumption: The Nonlinear Effects of Social Class

Li YAN, Monash University, Australia
Hean Tat Keh, Monash University, Australia
Jiemiao Chen, Monash University, Australia

Read More

Featured

I11. Self-Presentation in the Mating Market: The Influence of Gender and Sexual Orientation on Profiles on Tinder and Grindr

Chaim Kuhnreich, Concordia University, Canada
Lilian Carvalho, FGV/EAESP
Gad Saad, Concordia University, Canada

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.