Mechanisms and consequences of anthropomorphizing autonomous products
Joerling, Boehm and Paluch, Schmalenbach Business Review, 2020. Three studies, two online and one in a laboratory. Anthropomorphism was seen as more congruent with autonomous products than manual ones and raised liking, especially for consumers with no prior experience, which in turn raised purchase intentions and positive evaluations.
Joerling, Boehm and Paluch, Schmalenbach Business Review, 2020. Three studies, two online and one in a laboratory. Anthropomorphism was seen as more congruent with autonomous products than manual ones and raised liking, especially for consumers with no prior experience, which in turn raised purchase intentions and positive evaluations.
Written from the abstract.
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Schmalenbach Business Review. doi:10.1007/s41464-020-00100-3 https://doi.org/10.1007/s41464-020-00100-3