Is that car smiling at me? Schema congruity as a basis for evaluating anthropomorphized products
Aggarwal and McGill, Journal of Consumer Research 34(4), 2007, 468-479. Three studies. In two, consumers' tendency to anthropomorphise a product depended on how well its features matched a human schema, and their perception of those features explained how feature type changed evaluation. In a third, an affective tag on the human schema moderated evaluations but did not make anthropomorphising more successful. Sample sizes and stimuli not stated at this depth.
Aggarwal and McGill, Journal of Consumer Research 34(4), 2007, 468-479. Three studies. In two, consumers' tendency to anthropomorphise a product depended on how well its features matched a human schema, and their perception of those features explained how feature type changed evaluation. In a third, an affective tag on the human schema moderated evaluations but did not make anthropomorphising more successful. Sample sizes and stimuli not stated at this depth.
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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. doi:10.1086/518544 https://doi.org/10.1086/518544