Humanizing Products with Handwritten Typefaces

By Roland Schroll, Benedikt Schnurr, Dhruv Grewal. 2018

155 citations recorded by the source corpus.

Subfields: Marketing, Social Psychology

View Paper: https://www.semanticscholar.org/paper/bec0abfeffd95fdf3fe5071ad051ebd19c379f08

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

1. Anne L. Roggeveen
2. Stephanie Q. Liu
3. Huiling Huang
4. Dhruv Grewal
5. S. Noble
6. Jens Nordfalt
7. Shpëtim Çerri

In Social Psychology

1. Stephanie Q. Liu
2. Huiling Huang
3. Dhruv Grewal
4. Anne L. Roggeveen

Citations in the corpus

• The future of in-store technology (2019, background): “^ As additional dimensions of convenience have emerged, the basic idea remains that, in many shopping situations, consumers seek to minimize the time and effort they devote to shopping (Berry et al. 2002; Seiders et al. 2005).”
• “Donate to help combat COVID-19!” How typeface affects the effectiveness of CSR marketing? (2020, methodology): “…CSR marketing setting provide further empirical evidence to show that handwritten typeface is associated with the sense of human touch and care, whereas machine-written typeface conveys strength and power (Liu et al., 2019; Mackiewicz andMoeller, 2004; Schroll et al., 2018; Tantillo et al., 1995).”