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!
The Great Unknown: Risk-Taking Behavior in Adolescents
19.01.2017 | Max-Planck-Institut für Bildungsforschung
A sudden drop in outdoor temperature increases the risk of respiratory infections
11.01.2017 | University of Gothenburg
An important step towards a completely new experimental access to quantum physics has been made at University of Konstanz. The team of scientists headed by...
Yersiniae cause severe intestinal infections. Studies using Yersinia pseudotuberculosis as a model organism aim to elucidate the infection mechanisms of these...
Researchers from the University of Hamburg in Germany, in collaboration with colleagues from the University of Aarhus in Denmark, have synthesized a new superconducting material by growing a few layers of an antiferromagnetic transition-metal chalcogenide on a bismuth-based topological insulator, both being non-superconducting materials.
While superconductivity and magnetism are generally believed to be mutually exclusive, surprisingly, in this new material, superconducting correlations...
Laser-driving of semimetals allows creating novel quasiparticle states within condensed matter systems and switching between different states on ultrafast time scales
Studying properties of fundamental particles in condensed matter systems is a promising approach to quantum field theory. Quasiparticles offer the opportunity...
Among the general public, solar thermal energy is currently associated with dark blue, rectangular collectors on building roofs. Technologies are needed for aesthetically high quality architecture which offer the architect more room for manoeuvre when it comes to low- and plus-energy buildings. With the “ArKol” project, researchers at Fraunhofer ISE together with partners are currently developing two façade collectors for solar thermal energy generation, which permit a high degree of design flexibility: a strip collector for opaque façade sections and a solar thermal blind for transparent sections. The current state of the two developments will be presented at the BAU 2017 trade fair.
As part of the “ArKol – development of architecturally highly integrated façade collectors with heat pipes” project, Fraunhofer ISE together with its partners...
19.01.2017 | Event News
10.01.2017 | Event News
09.01.2017 | Event News
19.01.2017 | Earth Sciences
19.01.2017 | Life Sciences
19.01.2017 | Physics and Astronomy