Abstract:

This paper presents four studies to examine consumers’ ratings and adoption intentions of anthropomorphized

new products. We show that anthropomorphic presentation increases consumers’ liking and adoption intention

of products entailing high level of uncertainty but not those low in uncertainty. We argue and find that the perceived

familiarity generated by anthropomorphism underlies its positive effects. In addition, we identify the nature of the

product usage as a moderator of the outcomes. When normal product usage violates interpersonal norms of human

behaviour, the positive effects of anthropomorphism can be lost or even reversed.

Welcome to attend!