Object-Oriented Anthropomorphism As a Mechanism For Understanding Ai

To understand the experience of smart objects, we propose object-oriented anthropomorphism as an alternative metaphor to human-centric anthropomorphism. Object-oriented metaphor allows consumers to translate data about an object’s behavior into a working model about how objects experience environments. A range of positive outcomes of object-oriented metaphors is proposed and tested.



Citation:

Donna L. Hoffman and Thomas Novak (2019) ,"Object-Oriented Anthropomorphism As a Mechanism For Understanding Ai", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 352-358.

Authors

Donna L. Hoffman, George Washington University, USA
Thomas Novak, George Washington University, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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