Mechanisms and Consequences of Anthropomorphizing Autonomous Products

Moritz Jörling (), Robert Böhm and Stefanie Paluch
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Moritz Jörling: RWTH Aachen University
Stefanie Paluch: RWTH Aachen University

Schmalenbach Business Review, 2020, vol. 72, issue 4, No 2, 485-510

Abstract: Abstract 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.

Keywords: Product autonomy; Anthropomorphism; Schema congruity; User experience; Product Liking (search for similar items in EconPapers)
Date: 2020
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DOI: 10.1007/s41464-020-00100-3

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