Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

That friendly car is smiling at me: When products are perceived as people

14.11.2007
A forthcoming study from the Journal of Consumer Research looks at how consumers anthropomorphize products, endowing a car or a pair of shoes with human characteristics and personalities.

The researchers, from the University of Toronto and the University of Chicago, find that people are more likely to attribute human qualities or traits to inanimate objects if the product fits with their expectations of relevant human qualities – and are also more likely to positively evaluate an anthropomorphized item.

“We sometimes see cars as loyal companions going so far as to name them. We argue with, cajole, and scold malfunctioning computers and engines,” explain Pankaj Aggarwal (University of Toronto) and Ann L. McGill (University of Chicago). “We find that if the product has a feature that is typically associated with a human prototype, then people are more likely to humanize the product, and also evaluate it more positively.”

For example, the researchers found that people are more likely to buy into the idea of a “family” of products if all the products are differently sized, with some products representing “parents” and others representing a teenager and a small kid.

Similarly, non-identical products presented as “twins” fared worse in evaluations than identical objects presented as twins. The researchers also found that products with positive traits were better liked than products with rebellious or negative traits. In the study, identical looking objects presented as “good twins” were better liked than the same products presented as “evil twins.”

As the researchers explain: “Efforts by marketers to anthropomorphize products may be viewed as shifting the category of evaluation from product to human, and more specifically, to particular human categories such as friends, helpers, families, or spokespeople.”

Suzanne Wu | EurekAlert!
Further information:
http://www.uchicago.edu

More articles from Studies and Analyses:

nachricht Win-win strategies for climate and food security
02.10.2017 | International Institute for Applied Systems Analysis (IIASA)

nachricht The personality factor: How to foster the sharing of research data
06.09.2017 | ZBW – Leibniz-Informationszentrum Wirtschaft

All articles from Studies and Analyses >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: Neutron star merger directly observed for the first time

University of Maryland researchers contribute to historic detection of gravitational waves and light created by event

On August 17, 2017, at 12:41:04 UTC, scientists made the first direct observation of a merger between two neutron stars--the dense, collapsed cores that remain...

Im Focus: Breaking: the first light from two neutron stars merging

Seven new papers describe the first-ever detection of light from a gravitational wave source. The event, caused by two neutron stars colliding and merging together, was dubbed GW170817 because it sent ripples through space-time that reached Earth on 2017 August 17. Around the world, hundreds of excited astronomers mobilized quickly and were able to observe the event using numerous telescopes, providing a wealth of new data.

Previous detections of gravitational waves have all involved the merger of two black holes, a feat that won the 2017 Nobel Prize in Physics earlier this month....

Im Focus: Smart sensors for efficient processes

Material defects in end products can quickly result in failures in many areas of industry, and have a massive impact on the safe use of their products. This is why, in the field of quality assurance, intelligent, nondestructive sensor systems play a key role. They allow testing components and parts in a rapid and cost-efficient manner without destroying the actual product or changing its surface. Experts from the Fraunhofer IZFP in Saarbrücken will be presenting two exhibits at the Blechexpo in Stuttgart from 7–10 November 2017 that allow fast, reliable, and automated characterization of materials and detection of defects (Hall 5, Booth 5306).

When quality testing uses time-consuming destructive test methods, it can result in enormous costs due to damaging or destroying the products. And given that...

Im Focus: Cold molecules on collision course

Using a new cooling technique MPQ scientists succeed at observing collisions in a dense beam of cold and slow dipolar molecules.

How do chemical reactions proceed at extremely low temperatures? The answer requires the investigation of molecular samples that are cold, dense, and slow at...

Im Focus: Shrinking the proton again!

Scientists from the Max Planck Institute of Quantum Optics, using high precision laser spectroscopy of atomic hydrogen, confirm the surprisingly small value of the proton radius determined from muonic hydrogen.

It was one of the breakthroughs of the year 2010: Laser spectroscopy of muonic hydrogen resulted in a value for the proton charge radius that was significantly...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

Event News

ASEAN Member States discuss the future role of renewable energy

17.10.2017 | Event News

World Health Summit 2017: International experts set the course for the future of Global Health

10.10.2017 | Event News

Climate Engineering Conference 2017 Opens in Berlin

10.10.2017 | Event News

 
Latest News

Osaka university researchers make the slipperiest surfaces adhesive

18.10.2017 | Materials Sciences

Space radiation won't stop NASA's human exploration

18.10.2017 | Physics and Astronomy

Los Alamos researchers and supercomputers help interpret the latest LIGO findings

18.10.2017 | Physics and Astronomy

VideoLinks
B2B-VideoLinks
More VideoLinks >>>