Mechanisms and Consequences of Anthropomorphizing Autonomous Products: The Role of Schema Congruity and Prior Experience

Moritz Jörling*, Robert Böhm, Stefanie Paluch

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

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.
Original languageEnglish
Peer-reviewed scientific journalSchmalenbach Business Review
Volume72
Issue number4
Pages (from-to)485-510
Number of pages25
ISSN1439-2917
DOIs
Publication statusPublished - 15.09.2020
MoE publication typeA1 Journal article - refereed

Keywords

  • 512 Business and Management
  • product autonomy
  • anthropomorphism
  • schema congruity
  • user experience
  • product liking

Areas of Strength and Areas of High Potential (AoS and AoHP)

  • AoS: Competition economics and service strategy - Service and customer-oriented management

Fingerprint Dive into the research topics of 'Mechanisms and Consequences of Anthropomorphizing Autonomous Products: The Role of Schema Congruity and Prior Experience'. Together they form a unique fingerprint.

Cite this