Anthropomorphism From Self-Extension and Self-Expansion Processes: an Assemblage Theory Approach to Interactions Between Consumers and Smart Devices
We use an assemblage theory framework to evaluate anthropomorphism experiences from self-extension and self-expansion processes when consumers and smart devices interact. Results show that overall, anthropomorphism is greater when the consumer has less compared to more control. Additionally, device complexity moderates whether anthropomorphism occurs through a self-extension or self-expansion process.
Donna Hoffman, Thomas Novak, and Hyunjin Kang (2016) ,"Anthropomorphism From Self-Extension and Self-Expansion Processes: an Assemblage Theory Approach to Interactions Between Consumers and Smart Devices", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 42-47.
Donna Hoffman, George Washington University, USA
Thomas Novak, George Washington University, USA
Hyunjin Kang, George Washington University, USA
NA - Advances in Consumer Research Volume 44 | 2016
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