Cleaning With Dustin Bieber: Nicknaming Autonomous Products and the Evolving Relationship With New Technologies

Human-like relationships with autonomous products have become commonplace, resulting in the nicknaming of this novel technology. Three studies demonstrate that giving a nickname helps regaining control over autonomous products, which in turn increases their evaluation. However, the effect depends on the specific relationship that consumers have with their product.


Jenny Zimmermann, Emanuel de Bellis, Reto Hofstetter, and Stefano Puntoni (2021) ,"Cleaning With Dustin Bieber: Nicknaming Autonomous Products and the Evolving Relationship With New Technologies", 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: 420-421.


Jenny Zimmermann, University of St. Gallen
Emanuel de Bellis, University of Lausanne
Reto Hofstetter, University of Lucerne
Stefano Puntoni, Rotterdam School of Management, Erasmus University


NA - Advances in Consumer Research Volume 49 | 2021

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