Human-like product design

Chen, Sengupta, and Zheng studied responses to anthropomorphizing products (i.e., those that seem more humanlike).

They determined that “product anthropomorphism enhances consumers’ intention to share positive thoughts in their word-of-mouth (WOM) communication about such products, in the hope of creating a favourable interpersonal impression about themselves.

Our theorizing suggests that the effect occurs because consumers apply a norm that originates in human-related communication—namely, that speaking positively of other people creates a more likeable impression of speakers by making them seem more kind and polite—to their WOM for anthropomorphized products. . . . anthropomorphism-induced positivity diminishes a) when consumers are less concerned about impression management, such as when talking to a close friend . . . b) when an opposing accuracy motive overpowers the impression management motive.”

Fangyuan Chen, Jaideep Sengupta, and Jianqing Zheng.  “When Products Come Alive:  Interpersonal Communication Norms Induce Positive Word of Mouth for Anthropomorphized Products.”  Journal of Consumer Research, in press, ucac027 https://academic.oup.com/jcr/advance-article-abstract/doi/10.1093/jcr/ucac027/6609178?redirectedFrom=fulltext