Warmth Versus Competence Positioning: Impacts of Human-Like Body Shapes of Anthropomorphized Products on Consumers

This research examines perceptions of chubby/thin anthropomorphized products and the impact of these perceptions by warmth/competence product positioning upon consumers. A chubby product is likely to trigger Agreeableness perceptions and preferred by consumers when positioned as warmth. A thin shape is likely associated with Conscientiousness and preferred with competence positioning.



Citation:

Yixia Mai and Bing Shi (2020) ,"Warmth Versus Competence Positioning: Impacts of Human-Like Body Shapes of Anthropomorphized Products on Consumers", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 518-521.

Authors

Yixia Mai, Sun yat-sen University
Bing Shi, Sun Yat-Sen University, China



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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