| Publikationstyp: | Konferenz: Paper |
| Art der Begutachtung: | Peer review (Abstract) |
| Titel: | Consumer and product face-to-face : antecedents and consequences of spontaneous - face-schema activation |
| Autor/-in: | Miesler, Linda Landwehr, Jan Herrmann, Andreas McGill, Ann |
| Erschienen in: | Advances in Consumer Research |
| Band(Heft): | 37 |
| Seite(n): | 536 |
| Seiten bis: | 537 |
| Angaben zur Konferenz: | Advances in Consumer Research, Pittsburgh, USA, October 2010 |
| Erscheinungsdatum: | 2010 |
| Verlag / Hrsg. Institution: | Association for Consumer Research |
| ISSN: | 0098-9258 |
| Sprache: | Englisch |
| Schlagwörter: | Product design; Consumer behaviour; Face schema; Anthropomorphism |
| Fachgebiet (DDC): | 658.8: Marketingmanagement |
| Zusammenfassung: | The concept of anthropomorphism is gaining in popularity in marketing and product design. Particularly in automotive design, the trend to develop cars whose fronts look like the human face is increasing (e.g., VW Beetle, Mini). But, in striving for product success, whether the mere morphological shape of a product’s design is sufficient to activate a human schema is, as yet, an unanswered question. In the context of marketing-mix activities, what specific contribution can anthropomorphic product design make to developing a product’s personality? To answer these questions, evidence on the psychological process which underlies anthropomorphizing is needed. Aggarwal and McGill (2007) recently proposed the schema-congruity theory to explain how anthropomorphism works, but their experimental approach left it open if consumers anthropomorphize products spontaneously when they see a human-like product (i.e., according to an automatic bottom-up process) or whether it has to be triggered externally. |
| URI: | https://digitalcollection.zhaw.ch/handle/11475/11470 |
| Volltext Version: | Publizierte Version |
| Lizenz (gemäss Verlagsvertrag): | Lizenz gemäss Verlagsvertrag |
| Departement: | Life Sciences und Facility Management School of Management and Law |
| Organisationseinheit: | Institut für Marketing Management (IMM) Institut für Umwelt und Natürliche Ressourcen (IUNR) |
| Enthalten in den Sammlungen: | Publikationen Life Sciences und Facility Management |
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Miesler, L., Landwehr, J., Herrmann, A., & McGill, A. (2010). Consumer and product face-to-face : antecedents and consequences of spontaneous - face-schema activation [Conference paper]. Advances in Consumer Research, 37, 536–537.
Miesler, L. et al. (2010) ‘Consumer and product face-to-face : antecedents and consequences of spontaneous - face-schema activation’, in Advances in Consumer Research. Association for Consumer Research, pp. 536–537.
L. Miesler, J. Landwehr, A. Herrmann, and A. McGill, “Consumer and product face-to-face : antecedents and consequences of spontaneous - face-schema activation,” in Advances in Consumer Research, 2010, vol. 37, pp. 536–537.
MIESLER, Linda, Jan LANDWEHR, Andreas HERRMANN und Ann MCGILL, 2010. Consumer and product face-to-face : antecedents and consequences of spontaneous - face-schema activation. In: Advances in Consumer Research. Conference paper. Association for Consumer Research. 2010. S. 536–537
Miesler, Linda, Jan Landwehr, Andreas Herrmann, and Ann McGill. 2010. “Consumer and Product Face-to-Face : Antecedents and Consequences of Spontaneous - Face-Schema Activation.” Conference paper. In Advances in Consumer Research, 37:536–37. Association for Consumer Research.
Miesler, Linda, et al. “Consumer and Product Face-to-Face : Antecedents and Consequences of Spontaneous - Face-Schema Activation.” Advances in Consumer Research, vol. 37, Association for Consumer Research, 2010, pp. 536–37.
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