2020
DOI: 10.1007/s41464-020-00100-3
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Mechanisms and Consequences of Anthropomorphizing Autonomous Products

Abstract: In the present research, we test the mechanisms (Studies 1a and 1b, conducted online), consequences, and limitations (Study 2, conducted in the lab) of anthropomorphizing autonomous (vs. manual) products. Building on previous theoretical and empirical research on product anthropomorphism, we argue and find that anthropomorphism is perceived to be more congruent with autonomous products than with manual products. Furthermore, we show that anthropomorphism increases the liking of autonomous products, given that … Show more

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Cited by 7 publications
(7 citation statements)
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References 74 publications
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“…Our study aligns with prior research (J€ orling et al, 2020;Kowalczuk, 2018), further confirming the importance of humanlike interaction as it is the strongest adoption driver, significantly impacting enjoyment and usefulness. Nevertheless, this is not without caveat: We find that humanlike interaction also strongly negatively relates to perceived control.…”
Section: Discussionsupporting
confidence: 90%
See 1 more Smart Citation
“…Our study aligns with prior research (J€ orling et al, 2020;Kowalczuk, 2018), further confirming the importance of humanlike interaction as it is the strongest adoption driver, significantly impacting enjoyment and usefulness. Nevertheless, this is not without caveat: We find that humanlike interaction also strongly negatively relates to perceived control.…”
Section: Discussionsupporting
confidence: 90%
“…However, these findings are often limited to single products (e.g. J€ orling et al, 2020;Chouk, 2017, 2018), requiring a thorough understanding of the key factors influencing consumer adoption of various smart products. In this regard, our research provides insights to understand consumer preferences by investigating a myriad of smart products.…”
Section: Introductionmentioning
confidence: 99%
“…Research on social robots found anthropomorphism has a positive effect on technology perceptions (Jörling et al, 2020 ). Tong et al ( 2020 ) also pointed that anthropomorphism is a good strategy that can reduce consumers' perceived risks and enhances trust.…”
Section: Literature Reviewmentioning
confidence: 99%
“…Third, we introduce a new type of work relationship between human service employees and their robotic counterparts, for which we propose the concept of employees' WTC. Thus, we contribute to the conceptual literature of technologies' affection on jobs (Huang and Rust, 2018) as well as the broader literature of innovative service technologies (van Doorn et al , 2017; Wirtz et al , 2018; Jörling et al , 2019, 2020; Mende et al , 2019), which mostly focused on the voluntary technology adoption by customers. Moreover, we link these findings with employee characteristics (Burger, 1992; Parasuraman, 2000) and the general literature of collaboration and team work (Birdi et al , 2008; Jones and George, 1998).…”
Section: Introductionmentioning
confidence: 99%