Construct · 1 fields · 1 citations

product anthropomorphism: a standalone construct

One name. One construct. A landmark on the map.

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productanthropomorphism1 CONSTRUCTProduct anthropomorphismAGGARWAL · CONSUMER RESEARCH

A single standalone construct; nearby constructs are located against it in the Collider. Tap a field for its definition, unit, and measures.

Consumer research

seeing products or brands as humanlike, which changes how consumers evaluate them.

In consumer research, product anthropomorphism refers to seeing products or brands as humanlike, which changes how consumers evaluate them. This meaning comes from Aggarwal (2007) in Journal of Consumer Research.[1]

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Nearby constructs

anthropomorphism1 fields · 1 citationsanchor · a standalone constructproduct3 fields · 3 citationsjingle · one word, three constructs

References

  1. Aggarwal, P., & McGill, A. L. (2007). Is That Car Smiling at Me? Schema Congruity as a Basis for Evaluating Anthropomorphized Products. Journal of Consumer Research, 34(4), 468-479. https://doi.org/10.1086/518544

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