4D: the Four Dimensions of Anthropomorphism – Manipulations and Measures

Prior research in anthropomorphism has employed very different manipulations and anthropomorphism checks with the assumption that they all work similarly. Across four studies, including a meta-analysis, we show that the four commonly used manipulations activate different aspects of humanness, and highlight the different downstream effects they have on consumer responses.


Alisa Wu and Pankaj Aggarwal (2021) ,"4D: the Four Dimensions of Anthropomorphism – Manipulations and Measures", 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: 447-448.


Alisa Wu, Columbia University, USA
Pankaj Aggarwal, University of Toronto


NA - Advances in Consumer Research Volume 49 | 2021

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