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The human lens: How anthropomorphic reasoning varies by product complexity and enhances personal value

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Abstract:

This research examines the relationship between consumer anthropomorphism and personal value. A hierarchical linear regression analysis revealed that after marketplace variables (purchase price, frequency of use, and self-acquisition) were considered, the sole second-level factor, anthropomorphism, had a positive and significant influence on personal value for four products. Results demonstrate that anthropomorphism can account for the personal value of a product beyond the influence of common marketplace factors. Additionally, a series of paired t-tests found that the magnitude of anthropomorphism is related to product complexity. This finding suggests that the effectiveness of product managers to prime or otherwise influence consumer anthropomorphism may depend upon what product is being anthropomorphised. Implications of these findings for marketers are provided.

Keywords: anthropomorphism; complexity; hierarchical linear regression; personal value; personification

Document Type: Research Article

DOI: http://dx.doi.org/10.1080/0267257X.2012.759993

Affiliations: University of Memphis, USA

Publication date: January 1, 2013

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