The human lens: How anthropomorphic reasoning varies by product complexity and enhances personal value

Hart, Phillip; Jones, Shawn R.; Royne, Marla B.

doi:10.1080/0267257x.2012.759993

Cited by 73 publications

(55 citation statements)

References 35 publications

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“…While anthropomorphism has penetrated business practice (Kiesler, 2006, p. 149), there is a paucity of studies focusing on this phenomenon (Hart et al, 2013). Our evidence provides insights into the phenomenon of anthropomorphic product packaging and identifies theoretical and practical implications as well as opportunities for further research.…”

Section: Discussionmentioning

confidence: 99%

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Anthropomorphic packaging: is there life on “Mars”?

Triantos

Plakoyiannaki

Outra

et al. 2016

European Journal of Marketing

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Purpose – Anthropomorphism is the innate human tendency to attribute human or human-like characteristics to non-human entities or objects. Even though it is widely used by marketing practitioners, there is a scarcity of academic research that systematically attempts to capture this phenomenon. The aim of the current study is to investigate anthropomorphism in product packages of the 2010 Nielsen’s Top 100 grocery brands in the UK. Design/methodology/approach – This study uses a mixed-method design combining quantitative content analysis and correspondence analysis. The former methodology allowed for documentation of anthropomorphic package elements, whereas the latter facilitated the study of structural relationships between anthropomorphic cues and product-related attributes such as type, category and target market. Findings – The findings reveal that anthropomorphism is widely used in the packaging of grocery brands in the sample investigated. Moreover, the evidence shows that there appears to be an association between anthropomorphism and product-related attributes. Research limitations/implications – The current study contributes to both theory and practice. It illuminates the under-investigated interface of anthropomorphism and marketing by capturing anthropomorphic elements appearing in product packaging. The combination of anthropomorphic package elements and product-related attributes may assist managers in designing their packages to provide unique product experiences. Originality/value – This study serves as a roadmap for both academics and practitioners wishing to engage in a fruitful dialogue on the emerging area of anthropomorphic marketing.

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Section: Discussionmentioning

confidence: 99%

“…Hence, consumers evaluate anthropomorphised products more positively than the non-anthropomorphised ones (Hart et al, 2013).…”

Section: Anthropomorphic Marketingmentioning

confidence: 99%

Anthropomorphic packaging: is there life on “Mars”?

Triantos

Plakoyiannaki

Outra

et al. 2016

European Journal of Marketing

View full text Add to dashboard Cite

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“…Prior research has argued that anthropomorphism may contribute to the value of a product and a consumer's willingness to pay [35]. Prior research has found that anthropomorphism can account for the personal value of products with different levels of complexity [35].…”

Section: Overview Of Anthropomorphismmentioning

confidence: 99%

“…Prior research has found that anthropomorphism can account for the personal value of products with different levels of complexity [35].…”

Section: Overview Of Anthropomorphismmentioning

confidence: 99%

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Interacting Like Humans? Understanding the Effect of Anthropomorphism on Consumers Willingness to Pay in Online Auctions

Yuan¹,

Dennis²

2017

Proceedings of the Annual Hawaii International Conference on System Sciences

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When pain is pleasure: Identifying consumer psychopaths

Karampournioti

Hennigs

Wiedmann

2018

Psychology and Marketing

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In almost every product category, companies have incorporated the emergence of ethical and environmental consumerism into their business activities. Although ethical consumers are supposed to be concerned with a broad spectrum of ethical issues and demand that products and business practices meet their moral principles, a critical perspective supports the assumption that a dark side of consumer personality also exists. Consequently, the role of consumers has become a top priority, especially in the specific ascription of bright and dark personality traits when evaluating cruel business practices and unethical behavior. The paper aims to investigate whether anthropomorphic communication about cruel business tactics affects the formation of explicit and implicit brand attitudes and to shed light on the role of consumers’ personality traits in perceiving anthropomorphic cues and in forming brand attitudes. Referencing the Dark Triad of narcissism, Machiavellianism, and psychopathy in relation to animal cruelty in the cosmetics industry, the results of an empirical study (N = 610) provide evidence that perceptions of brands or companies conducting cruel practices differ between consumers with more distinct Dark Triad traits and those with stronger empathetic traits.

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The human lens: How anthropomorphic reasoning varies by product complexity and enhances personal value

Cited by 73 publications

References 35 publications

Anthropomorphic packaging: is there life on “Mars”?

Anthropomorphic packaging: is there life on “Mars”?

Interacting Like Humans? Understanding the Effect of Anthropomorphism on Consumers Willingness to Pay in Online Auctions

When pain is pleasure: Identifying consumer psychopaths

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The human lens: How anthropomorphic reasoning varies by product complexity and enhances personal value

Cited by 73 publications

References 35 publications

Anthropomorphic packaging: is there life on “Mars”?

Anthropomorphic packaging: is there life on “Mars”?

Interacting Like Humans? Understanding the Effect of Anthropomorphism on Consumers Willingness to Pay in Online Auctions

When pain is pleasure: Identifying consumer psychopaths

Contact Info

Product

Resources

About

Interacting Like Humans? Understanding the Effect of Anthropomorphism on Consumers Willingness to Pay in Online Auctions