ISSN 2394-5125
 

Research Article 


Anthropomorphic Communication and Product Evaluation-A Dipstick Conceptual Evaluation

Gaurav Srivastava, Dr. Surjit Kumar Kar.

Abstract
Product design & marketing communication is an area where companies devote a substantial amount of time concerning technology, ergonomics and sometimes even human touch. Marketers have often launched products with induced human features within products or through packaging or, they market a product through a human spokesperson (Aggarwal & McGill, 2007). This is an intentional effort by a marketer to enhance the acceptability of their product and improve on product evaluation. The reason being that consumers often perceive objects as human beings, and as marketing literature points out that products are often designed to give this effect. The phenomenon of perceiving objects like humans or having human-like intentions and behavior is termed as Anthropomorphism (Epley, Waytz & Cacioppo, 2007). The idea of this paper to give a systematic understanding of Anthropomorphism as a Phenomenon, Psychological Framework, and propose a conceptual understanding based on the existing literature with a relationship model. This understanding will help marketers use this phenomenon as a tool to enhance likability and sales of proposed products.

Key words: Anthropomorphism, Sociality, Effectance, Elicited Agent Knowledge, Partial Anthropomorphism, Literal Anthropomorphism, Accidental Anthropomorphism.


 
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How to Cite this Article
Pubmed Style

Gaurav Srivastava, Dr. Surjit Kumar Kar. Anthropomorphic Communication and Product Evaluation-A Dipstick Conceptual Evaluation. JCR. 2020; 7(17): 1969-1975. doi:10.31838/jcr.07.17.244


Web Style

Gaurav Srivastava, Dr. Surjit Kumar Kar. Anthropomorphic Communication and Product Evaluation-A Dipstick Conceptual Evaluation. http://www.jcreview.com/?mno=40492 [Access: August 18, 2021]. doi:10.31838/jcr.07.17.244


AMA (American Medical Association) Style

Gaurav Srivastava, Dr. Surjit Kumar Kar. Anthropomorphic Communication and Product Evaluation-A Dipstick Conceptual Evaluation. JCR. 2020; 7(17): 1969-1975. doi:10.31838/jcr.07.17.244



Vancouver/ICMJE Style

Gaurav Srivastava, Dr. Surjit Kumar Kar. Anthropomorphic Communication and Product Evaluation-A Dipstick Conceptual Evaluation. JCR. (2020), [cited August 18, 2021]; 7(17): 1969-1975. doi:10.31838/jcr.07.17.244



Harvard Style

Gaurav Srivastava, Dr. Surjit Kumar Kar (2020) Anthropomorphic Communication and Product Evaluation-A Dipstick Conceptual Evaluation. JCR, 7 (17), 1969-1975. doi:10.31838/jcr.07.17.244



Turabian Style

Gaurav Srivastava, Dr. Surjit Kumar Kar. 2020. Anthropomorphic Communication and Product Evaluation-A Dipstick Conceptual Evaluation. Journal of Critical Reviews, 7 (17), 1969-1975. doi:10.31838/jcr.07.17.244



Chicago Style

Gaurav Srivastava, Dr. Surjit Kumar Kar. "Anthropomorphic Communication and Product Evaluation-A Dipstick Conceptual Evaluation." Journal of Critical Reviews 7 (2020), 1969-1975. doi:10.31838/jcr.07.17.244



MLA (The Modern Language Association) Style

Gaurav Srivastava, Dr. Surjit Kumar Kar. "Anthropomorphic Communication and Product Evaluation-A Dipstick Conceptual Evaluation." Journal of Critical Reviews 7.17 (2020), 1969-1975. Print. doi:10.31838/jcr.07.17.244



APA (American Psychological Association) Style

Gaurav Srivastava, Dr. Surjit Kumar Kar (2020) Anthropomorphic Communication and Product Evaluation-A Dipstick Conceptual Evaluation. Journal of Critical Reviews, 7 (17), 1969-1975. doi:10.31838/jcr.07.17.244