Humanizing Products Through Typeface Design

Across three experimental studies, the authors show that using handwritten (vs. machine-written) typefaces on product packaging positively affects consumers’ product evaluations. This effect is driven by perceptions of social presence imbued in the product, which increase consumers’ emotional attachment to the product. Further, the authors examine an important boundary condition.


Roland Schroll, Benedikt Schnurr, and Dhruv Grewal (2016) ,"Humanizing Products Through Typeface Design", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 758-758.


Roland Schroll, University of Innsbruck, Austria
Benedikt Schnurr, University of Innsbruck, Austria
Dhruv Grewal, Babson College, USA


NA - Advances in Consumer Research Volume 44 | 2016

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