“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 MoreFeatured
I'm Scared, Want to Listen? Fear's Influence on Self-Disclosure
Anupama Mukund Bharadwaj, University of Washington, USA
Lea Dunn, University of Washington, USA
Joey Hoegg, University of British Columbia, Canada
Featured
Consumer Response to Innovations: The Differential Effects of Focused and Defocused Attention on Perceived Novelty, Usefulness and Symbolism
Katarina Hellén, Univeristy of Vaasa
Maria Sääksjärvi, Delft University of Technology, The Netherlands
Featured
Predicting Consumer Brand Recall and Choice Using Large-Scale Text Corpora
Zhihao Zhang, University of California Berkeley, USA
Aniruddha Nrusimha, University of California Berkeley, USA
Ming Hsu, University of California Berkeley, USA