MGMD10H3 Lecture Notes - Lecture 6: Anthropomorphism, Profit Maximization
Document Summary
Anthropomorphized products written by p. aggarwal and a. mcgill further investigates consumer anthropomorphizing, the seeing of human in non-human forms and events, and its influences on product evaluation. As mentioned in the article, marketers frequently encourage consumers to think of products in human terms; however, there has been lack of attention to this method in consumer research. Thus, this article contributes and develops additional research, evidence, and understanding of product evaluations and the way to which anthropomorphizing can manipulate it. The paper considers and does a spectacular job to rule out assumptions that may effect the research (car brand, mood, etc. ) The article raises an interesting correlation between human congruency and product evaluation. An interesting future research direction would be further understanding the weight of anthropomorphizing and its consequences. For example, vehicles are products that are more easily perceived as humans than a number of other products.
