“Eww, It Has a Face!” Anthropomorphizing Food Products Deteriorates Consumption Experience

The current research demonstrates negative post-purchase consequences of anthropomorphizing food products. Drawing from mind perception theory and using both a lab and field study, we show that consumers feel as if they would hurt an anthropomorphized (vs. non-anthropomorphized) food product by eating it, which worsens consumption-related responses.



Citation:

Roland Schroll (2018) ,"“Eww, It Has a Face!” Anthropomorphizing Food Products Deteriorates Consumption Experience", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 779-780.

Authors

Roland Schroll, University of Innsbruck, Austria



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

Time and Space for Robots and AI

Marat Bakpayev, University of Minnesota Duluth, USA

Read More

Featured

A Model of Consumer Self-Regulation Failure

Keith Wilcox, Columbia University, USA

Read More

Featured

Once? No. Twenty times? Sure! Uncertainty and precommitment in social dilemmas

David Hardisty, University of British Columbia, Canada
Howard Kunreuther, University of Pennsylvania, USA
David Krantz, New York University, USA
Poonam Arora, Manhattan College
Amir Sepehri, Western 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.