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dc.contributor.authorMiesler, Linda-
dc.contributor.authorLandwehr, Jan-
dc.contributor.authorHerrmann, Andreas-
dc.contributor.authorMcGill, Ann-
dc.date.accessioned2018-10-08T11:45:51Z-
dc.date.available2018-10-08T11:45:51Z-
dc.date.issued2010-
dc.identifier.issn0098-9258de_CH
dc.identifier.urihttps://digitalcollection.zhaw.ch/handle/11475/11470-
dc.description.abstractThe 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.de_CH
dc.language.isoende_CH
dc.publisherAssociation for Consumer Researchde_CH
dc.relation.ispartofAdvances in Consumer Researchde_CH
dc.rightsLicence according to publishing contractde_CH
dc.subjectProduct designde_CH
dc.subjectConsumer behaviourde_CH
dc.subjectFace schemade_CH
dc.subjectAnthropomorphismde_CH
dc.subject.ddc658.8: Marketingmanagementde_CH
dc.titleConsumer and product face-to-face : antecedents and consequences of spontaneous - face-schema activationde_CH
dc.typeKonferenz: Paperde_CH
dcterms.typeTextde_CH
zhaw.departementLife Sciences und Facility Managementde_CH
zhaw.departementSchool of Management and Lawde_CH
zhaw.organisationalunitInstitut für Marketing Management (IMM)de_CH
zhaw.organisationalunitInstitut für Umwelt und Natürliche Ressourcen (IUNR)de_CH
zhaw.conference.detailsAdvances in Consumer Research, Pittsburgh, USA, October 2010de_CH
zhaw.funding.euNode_CH
zhaw.originated.zhawNode_CH
zhaw.pages.end537de_CH
zhaw.pages.start536de_CH
zhaw.publication.statuspublishedVersionde_CH
zhaw.volume37de_CH
zhaw.publication.reviewPeer review (Abstract)de_CH
Appears in collections:Publikationen Life Sciences und Facility Management

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