“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.
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.
Roland Schroll, University of Innsbruck, Austria
NA - Advances in Consumer Research Volume 46 | 2018
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