When Products Are People: the Impact of Anthropomorphism on Recycling

Four studies investigate the effect of anthropomorphism on recycling. Making a product humanlike increases its likelihood of being recycled. However, when recycling requires that consumers disassemble the product, anthropomorphism backfires, reducing recycling.



Citation:

Alisa Yinghao Wu, Maayan Malter, and Gita Venkataramani Johar (2020) ,"When Products Are People: the Impact of Anthropomorphism on Recycling", 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: 1043-1047.

Authors

Alisa Yinghao Wu, Columbia University, USA
Maayan Malter, Columbia University, USA
Gita Venkataramani Johar, Columbia University, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



Share Proceeding

Featured papers

See More

Featured

Changing the World, One Word at a Time: The Effect of Font Size on Prosocial Intention

Rima Touré-Tillery, Northwestern University, USA
Ayelet Fishbach, University of Chicago, USA

Read More

Featured

Conflicting Institutional Logics and Eldercare Consumers’ Coping Strategies in Asymmetrical Service Relationships

Ankita Kumar, University of Wisconsin - Madison, USA

Read More

Featured

Individual-level Carryover-Parameters in Reference-Price Models

Ossama Elshiewy, University of Goettingen, Germany
Daniel Guhl, Humboldt-University Berlin

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.