San Francisco | June 30, 2016

The Surprising Effects of Brand and Product Anthropomorphism: Seeing the Marketplace in Human Terms Affects Persuasion and Evaluation with Ann L. McGill, Chicago Booth Sears Roebuck Professor, Marketing and Behavioral Science

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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.

June 30, 2016

The Marker Hotel
501 Geary Street
San Francisco, California

7:00 p.m. Registration
7:30 p.m. Program and Q&A
8:30 p.m. Networking Reception

Alumni: $25
General: $25
Current and Prospective Students: Free with Code