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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