Is That Car Smiling at Me? Schema Congruity as a Basis for Evaluating Anthropomorphized Products

By P. Aggarwal, Ann L. McGill. 2007

1,035 citations recorded by the source corpus.

Subfields: Marketing, Social Psychology, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/6f180b7e31597f7fe2f4b19b39335e8b9a39af2f

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Citations in the corpus

Humanizing brands: When brands seem to be like me, part of me, and in a relationship with me (2017, background): “Depicting a set of soda bottles as a “product family” induces greater tendencies to anthropomorphize compared to describing them as a “product line” (Aggarwal & McGill, 2007, study 2).”
Isn't It Cute: An Evolutionary Perspective of Baby-Schema Effects in Visual Product Designs (2011, neutral): “15), and no interaction of feature size with time interval (F (1, 27) < 1).”
When Humanizing Brands Goes Wrong: The Detrimental Effect of Brand Anthropomorphization amid Product Wrongdoings (2013, background): “Overall, prior research has largely focused on the positive sides of brand anthropomorphization (Aggarwal and McGill 2007; Delbaere, McQuarrie, and Phillips 2011).”
You’re so lovable: Anthropomorphism and brand love (2014, background): “Communicate in the first person: It is likely that first-person slogans such as ‘Hello, I am the brand X’ will increase anthropomorphism, whereas third-person claims do not (Aggarwal and McGill, 2007).”
Domo Arigato Mr. Roboto (2017, background): “Anthropomorphization has received increasing attention in marketing, because it can influence how consumers respond to brands, products, and services (Aggarwal and McGill 2007; Kim, Chen and Zhang 2016; Puzakova, Kwak, and Rocereto 2013).”
Examining the effects of robots' physical appearance, warmth, and competence in frontline services: The Humanness‐Value‐Loyalty model (2021, background): “Specifically, when a robot looks more like a human being, customers infer human qualities from the robot (Aggarwal & McGill, 2007), such as a higher capability to adapt to customer's needs and demands (Belanche et al., 2020a) and a higher reliably because of experience (Gray & Wegner, 2012).”
Consumer–brand relationship quality: When and how it helps brand extensions (2014, background): “Further, marketers often attempt to induce consumers to think of their brands as a living by employing personification, animism, and anthropomorphosis as well as using human characters and other attributes (Aggarwal & McGill, 2007; Moon, 2000).”
WHEN WE NEED A HUMAN: MOTIVATIONAL DETERMINANTS OF ANTHROPOMORPHISM (2008, background): “And marketers utilize anthropomorphism to peddle products ranging from movies to motor parts (Aggarwal & McGill, 2007; Guthrie, 1993).”