Novel cognitive consequences of product anthropomorphism on consumer judgment and decision making

By: Material type: Computer fileComputer filePublication details: Ahmedabad Indian Institute of Management Ahmedabad 2022Description: 98 p. Includes bibliographical references, appendixSubject(s): DDC classification:
  • TH 2022-2
Online resources: Summary: 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.
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Thesis (FPM) Vikram Sarabhai Library Non-fiction Reference TH 2022-2 (Browse shelf(Opens below)) Not for Issue (Restricted Access) CD002687

Thesis Advisory Committee
Professor Arvind Sahay (Chairperson)
Professor Aruna Divya T.
Professor Subhadip Roy

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.

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