A Meta-Analysis on the Effects of Anthropomorphism on Consumer Behavior
Anthropomorphizing products or brands affects consumer responses toward these targets. To manipulate anthropomorphism, researchers use visual cues of humanlike features, verbal cues of a humanlike mind, or a combination of these. In a meta-analysis, we compare these approaches and observe that verbal cues are most effective at influencing consumer behavior.
Citation:
Zaichen Li, Irene Scopelliti, and Janina Steinmetz (2021) ,"A Meta-Analysis on the Effects of Anthropomorphism on Consumer Behavior", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 914-914.
Authors
Zaichen Li, Bayes Business School (formerly Cass), City, University of London
Irene Scopelliti, Bayes Business School (formerly Cass), City, University of London
Janina Steinmetz, Bayes Business School (formerly Cass), City, University of London
Volume
NA - Advances in Consumer Research Volume 49 | 2021
Share Proceeding
Featured papers
See MoreFeatured
“My Brand” Behaved Badly: Psychological Ownership and Consumer Responsibility for Helping Brands Recover from Transgressions
Jennifer Wiggins, Kent State University, USA
Pamela Grimm, Kent State University, USA
Christina Kuchmaner, Kent State University, USA
Featured
J8. Exchange with The Rich, Concern with The Poor: The Effects of Social Class on Consumer Response to Brand Relationship
Bing Han, Shanghai Jiao Tong University
Liangyan Wang, Shanghai Jiao Tong University
Featured
K3. Goal or Knowledge? Exploring the Nature of Culture and its Consequential Effect
Xiaohua Zhao, Tsinghua University
Fang Wan, University of Manitoba, Canada
Antonios Stamatogiannakis, IE Business School, IE University
Haiyang Yang, Johns Hopkins University