The Surprising Effects of Brand and Product Anthropomorphism.
Near Powell Street BART station.
Ann L. McGill, Chicago Booth Sears Roebuck Professor of Marketing and Behavioral Science presents:
The Surprising Effects of Brand and Product Anthropomorphism: Seeing the Marketplace in Human Terms Affects Persuasion and Evaluation
Anthropomorphism involves attributing humanlike characteristics such as physical features, intentions, and emotions to nonhumans. Because marketers often believe consumers attend more closely to anthropomorphized targets, evaluate them more positively, and form stronger social bonds with them, it is common to encounter anthropomorphized products, brands, or spokespersons in consumer contexts.
Recent research suggests, however, that the effects of anthropomorphism are more nuanced (even quite surprising) and indicate conditions in which anthropomorphizing leads to both negative and positive responses depending on the context of the judgment or the status of the consumer (e.g., financial status, interpersonal trust).
This session discusses this research providing insights into circumstances when it might be a great idea to design a product so it looks like a person, to portray a brand as if it possessed a human personality, or to depict a product as its own spokesperson and when doing so might backfire.
Prospective Students: Free with Code
Senior Associate Director, Events Alumni Relations
7:00 p.m. Registration
7:30 p.m. Program and Q&A
8:30 p.m. Networking Reception