Mechanisms and consequences of anthropomorphizing autonomous products: The role of schema congruity and prior experience

Research output: Contribution to journal › Journal article › Research › peer-review

Standard

Mechanisms and consequences of anthropomorphizing autonomous products: The role of schema congruity and prior experience. / Jörling, Moritz; Böhm, Robert; Paluch, Stefanie.

In: Schmalenbach Journal of Business Research, Vol. 72, 2020, p. 485–510.

Research output: Contribution to journal › Journal article › Research › peer-review

Harvard

Jörling, M, Böhm, R & Paluch, S 2020, 'Mechanisms and consequences of anthropomorphizing autonomous products: The role of schema congruity and prior experience', Schmalenbach Journal of Business Research, vol. 72, pp. 485–510. https://doi.org/10.1007/s41464-020-00100-3

APA

Jörling, M., Böhm, R., & Paluch, S. (2020). Mechanisms and consequences of anthropomorphizing autonomous products: The role of schema congruity and prior experience. Schmalenbach Journal of Business Research, 72, 485–510. https://doi.org/10.1007/s41464-020-00100-3

Vancouver

Jörling M, Böhm R, Paluch S. Mechanisms and consequences of anthropomorphizing autonomous products: The role of schema congruity and prior experience. Schmalenbach Journal of Business Research. 2020;72:485–510. https://doi.org/10.1007/s41464-020-00100-3

Author

Jörling, Moritz ; Böhm, Robert ; Paluch, Stefanie. / Mechanisms and consequences of anthropomorphizing autonomous products: The role of schema congruity and prior experience. In: Schmalenbach Journal of Business Research. 2020 ; Vol. 72. pp. 485–510.

Bibtex

@article{67ff9c27816e49b4b678b6b363e13612,
title = "Mechanisms and consequences of anthropomorphizing autonomous products: The role of schema congruity and prior experience",
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 consumers have no prior experience with autonomous products. Increased liking of autonomous products due to anthropomorphism, in turn, increases purchase intentions and positive evaluations of outcomes obtained by the autonomous product. The findings are discussed with regard to optimal marketing and design of autonomous products.",
keywords = "Faculty of Social Sciences, Product autonomy, Anthropomorphism, Schema congruity, Userexperience, Product Liking",
author = "Moritz J{\"o}rling and Robert B{\"o}hm and Stefanie Paluch",
year = "2020",
doi = "10.1007/s41464-020-00100-3",
language = "English",
volume = "72",
pages = "485–510",
journal = "Schmalenbach Journal of Business Research",
publisher = "Springer",

}

RIS

TY - JOUR

T1 - Mechanisms and consequences of anthropomorphizing autonomous products: The role of schema congruity and prior experience

AU - Jörling, Moritz

AU - Böhm, Robert

AU - Paluch, Stefanie

PY - 2020

Y1 - 2020

N2 - 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 consumers have no prior experience with autonomous products. Increased liking of autonomous products due to anthropomorphism, in turn, increases purchase intentions and positive evaluations of outcomes obtained by the autonomous product. The findings are discussed with regard to optimal marketing and design of autonomous products.

AB - 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 consumers have no prior experience with autonomous products. Increased liking of autonomous products due to anthropomorphism, in turn, increases purchase intentions and positive evaluations of outcomes obtained by the autonomous product. The findings are discussed with regard to optimal marketing and design of autonomous products.

KW - Faculty of Social Sciences

KW - Product autonomy

KW - Anthropomorphism

KW - Schema congruity

KW - Userexperience

KW - Product Liking

U2 - 10.1007/s41464-020-00100-3

DO - 10.1007/s41464-020-00100-3

M3 - Journal article

VL - 72

SP - 485

EP - 510

JO - Schmalenbach Journal of Business Research

JF - Schmalenbach Journal of Business Research

ER -

ID: 248330666