Publication type: Conference paper
Type of review: Peer review (abstract)
Title: Consumer and product face-to-face : antecedents and consequences of spontaneous - face-schema activation
Authors: Miesler, Linda
Landwehr, Jan
Herrmann, Andreas
McGill, Ann
Published in: Advances in Consumer Research
Volume(Issue): 37
Page(s): 536
Pages to: 537
Conference details: Advances in Consumer Research, Pittsburgh, USA, October 2010
Issue Date: 2010
Publisher / Ed. Institution: Association for Consumer Research
ISSN: 0098-9258
Language: English
Subjects: Product design; Consumer behaviour; Face schema; Anthropomorphism
Subject (DDC): 658.8: Marketing management
Abstract: 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
Fulltext version: Published version
License (according to publishing contract): Licence according to publishing contract
Departement: Life Sciences and Facility Management
School of Management and Law
Organisational Unit: Institute of Marketing Management (IMM)
Institute of Natural Resource Sciences (IUNR)
Appears in collections:Publikationen Life Sciences und Facility Management

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