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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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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