Mechanisms and consequences of anthropomorphizing autonomous products: The role of schema congruity and prior experience
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Mechanisms and consequences of anthropomorphizing autonomous products: The role of schema congruity and prior experience. / Jörling, Moritz; Böhm, Robert; Paluch, Stefanie.
In: Schmalenbach Journal of Business Research, Vol. 72, 2020, p. 485–510.Research output: Contribution to journal › Journal article › Research › peer-review
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TY - JOUR
T1 - Mechanisms and consequences of anthropomorphizing autonomous products: The role of schema congruity and prior experience
AU - Jörling, Moritz
AU - Böhm, Robert
AU - Paluch, Stefanie
PY - 2020
Y1 - 2020
N2 - In the present research, we test the mechanisms (Studies 1a and 1b, conducted online), consequences, and limitations (Study 2, conducted in the lab) of anthropomorphizing autonomous (vs. manual) products. Building on previous theoretical and empirical research on product anthropomorphism, we argue and find that anthropomorphism is perceived to be more congruent with autonomous products than with manual products. Furthermore, we show that anthropomorphism increases the liking of autonomous products, given that consumers have no prior experience with autonomous products. Increased liking of autonomous products due to anthropomorphism, in turn, increases purchase intentions and positive evaluations of outcomes obtained by the autonomous product. The findings are discussed with regard to optimal marketing and design of autonomous products.
AB - In the present research, we test the mechanisms (Studies 1a and 1b, conducted online), consequences, and limitations (Study 2, conducted in the lab) of anthropomorphizing autonomous (vs. manual) products. Building on previous theoretical and empirical research on product anthropomorphism, we argue and find that anthropomorphism is perceived to be more congruent with autonomous products than with manual products. Furthermore, we show that anthropomorphism increases the liking of autonomous products, given that consumers have no prior experience with autonomous products. Increased liking of autonomous products due to anthropomorphism, in turn, increases purchase intentions and positive evaluations of outcomes obtained by the autonomous product. The findings are discussed with regard to optimal marketing and design of autonomous products.
KW - Faculty of Social Sciences
KW - Product autonomy
KW - Anthropomorphism
KW - Schema congruity
KW - Userexperience
KW - Product Liking
U2 - 10.1007/s41464-020-00100-3
DO - 10.1007/s41464-020-00100-3
M3 - Journal article
VL - 72
SP - 485
EP - 510
JO - Schmalenbach Journal of Business Research
JF - Schmalenbach Journal of Business Research
ER -
ID: 248330666