Ann McGill

Ann McGill

Ann McGill is a consumer researcher and consumer researcher; co-author of the 2007 schema congruity paper and the 2011 study of product facial expressions.

Who they are

Ann McGill is a consumer researcher and consumer researcher; co-author of the 2007 schema congruity paper and the 2011 study of product facial expressions. On this site the name is tied to Schema Congruity in Product Design, Facial Expression in Product Fronts.

Key papers

Aggarwal, P., & McGill, A. L. (2007). Is that car smiling at me? Schema congruity as a basis for evaluating anthropomorphized products. Journal of Consumer Research, 34(4), 468-479.

Landwehr, J. R., McGill, A. L., & Herrmann, A. (2011). It's got the look: The effect of friendly and aggressive facial expressions on product liking and sales. Journal of Marketing, 75(3), 132-146.

Key ideas

Schema Congruity in Product Design: The finding that people anthropomorphise a product more readily when its features match a human schema.

Facial Expression in Product Fronts: The finding that a car front carries friendliness in the grille and aggressiveness in the headlights.

Sources

  1. Aggarwal, P., & McGill, A. L. (2007). Is that car smiling at me? Schema congruity as a basis for evaluating anthropomorphized products. Journal of Consumer Research, 34(4), 468-479.
  2. Landwehr, J. R., McGill, A. L., & Herrmann, A. (2011). It's got the look: The effect of friendly and aggressive facial expressions on product liking and sales. Journal of Marketing, 75(3), 132-146.