Is Technology a Dangerous Dependency? the Effects of Anthropomorphism on Sharing Consumer Memories

Despite consumers increasingly sharing experiences via technology (e.g. Facebook), little is known about how technology characteristics (e.g. anthropomorphism) impact consumer memories. Three studies show that sharing identity-relevant (vs. neutral) memories on an anthropomorphized technological platform induces memory decay, because of outsourcing the memories to this humanized partner.


Li Huang and Priyali Rajagopal (2017) ,"Is Technology a Dangerous Dependency? the Effects of Anthropomorphism on Sharing Consumer Memories", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 673-674.


Li Huang, Hofstra University, USA
Priyali Rajagopal, University of South Carolina, USA


NA - Advances in Consumer Research Volume 45 | 2017

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