Take “It” with a Smile:A Study of Cross-Cultural Differences in Consumers” Anthropomorphism of Products
Product designs that imitate human shapes,such as cellphone cases with ears or smiling backpacks,have become increasingly popular and aroused the attention of marketing researchers.Despite the growing body of the relevant literature,the field of cross-cultural differences in product anthropomorphism has been largely neglected so far.The current research addresses this gap and shows that the cultural variable Collectivism (as opposed to Individualism) increases the level of consumers’ anthropomorphism of products.Four studies demonstrate that this causal relationship exists within a culture (Studies 1a and 1b),across different cultures (Study 2) and that it can be manipulated through priming (Study 3).
anthropomorphism cross-cultural differences individualism collectivism
Elena Kaplun
School of Economics and Management,Tsinghua University
国内会议
北京
英文
1-13
2013-08-16（万方平台首次上网日期，不代表论文的发表时间）