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.


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.


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


NA - Advances in Consumer Research Volume 48 | 2020

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