TY  - DATA
AU  - Kumbargeri, Amogh
TI  - Novel cognitive consequences of product anthropomorphism on consumer judgment and decision making
U1  - TH 2022-2 
PY  - 2022///
CY  - Ahmedabad
PB  - Indian Institute of Management Ahmedabad
KW  - Anthropomorphism
KW  - Decision making
KW  -  Product anthropomorphism
N1  - Thesis Advisory Committee 
Professor Arvind Sahay (Chairperson) 
Professor Aruna Divya T. 
Professor Subhadip Roy

N2  - Consumers frequently come across anthropomorphic products, i.e., products imbued with human-like features. Marketers may anthropomorphize products by designing them to visually resemble human physical features (e.g., a coffee mug featuring eyes and a smiling mouth or a perfume bottle with a curved human body shape). My dissertation, in two essays, attempts to explore the novel cognitive effects of anthropomorphism on consumer judgment and decision-making. Cognition broadly refers to the mental processes of acquiring knowledge and understanding. A few examples of such mental processes include evaluation, reasoning, problem-solving, and comprehension, etc. The first essay of my dissertation explores the impact of product anthropomorphism on the extent to which consumers engage in price-quality judgments. In the second essay, we specifically investigate the downstream consequences of anthropomorphizing artificial-intelligence-based recommendation agents
ER  -