When Consumers Perceive Products as Biological Entities: Exploring a New Perspective on How Product Anthropomorphism Affects Consumer Decision Making

Professor Jia, He Michael   (Principal Investigator (PI))

30

2017-12-01

2020-05-31

510000

When Consumers Perceive Products as Biological Entities: Exploring a New Perspective on How Product Anthropomorphism Affects Consumer Decision Making

Biological Consideration, Conversational User Interface, Marketing Communication, Product Anthropomorphism, Product Personification

Marketing

Business Studies (B)

27503517

Early Career Scheme (ECS)

2017

Completed

1) Systematically investigate when product anthropomorphism can negatively affect product evaluation; 2) Develop a comprehensive framework of how product anthropomorphism influences consumer decision making by triggering a biological consideration; 3) Provide convergent evidence for the proposed biological consideration mechanism by examining different domains of decision making.; 4) Validate research findings in an ecological experimental setting by having participants interact with real marketing stimuli and make actual product choices; 5) Provide managerially actionable implications for marketers to better manage anthropomorphic product features in marketing communications.