Original paper
Is That Car Smiling at Me? Schema Congruity as a Basis for Evaluating Anthropomorphized Products
Abstract
The present research proposes schema congruity as a theoretical basis for examining the effectiveness and consequences of product anthropomorphism. Results of two studies suggest that the ability of consumers to anthropomorphize a product and their consequent evaluation of that product depend on the extent to which that product is endowed with characteristics congruent with the proposed human schema. Furthermore, consumers' perception of the...
Paper Details
Title
Is That Car Smiling at Me? Schema Congruity as a Basis for Evaluating Anthropomorphized Products
Published Date
Dec 1, 2007
Journal
Volume
34
Issue
4
Pages
468 - 479
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Notes
History