Year: 2015
Type: dissertation
Abstract: Across two studies, this research attempts to show that anthropomorphism is not as advantageous for products as previously thought and that when products are anthropomorphized they are susceptible to the same stereotypes that are applied to humans. Experiment 1 is designed to show that anthropomorphized products are subjected to the same stereotypes as humans when the form of the product is inconsistent with its claim. Experiment 2 is designed to replicate experiment 1 in a different product category and establish the underlying mechanism of skepticism toward stereotyped anthropomorphized objects. Finally, theoretical, substantive and policy implications are discussed.
Author: Derek Taylor
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2289688538