Investigating human infant anthropomorphism in products

Title

Investigating human infant anthropomorphism in products

 Author

Hellen, K.
Saaksjarvi, M.C.

Faculty

Industrial Design Engineering

 Department

Product Innovation Management

 Date

2012-12-31

 Abstract

In this paper we set out to investigate the nature and effects of infant anthropomorphism in products, i.e. products that share features of human infants. Across four studies, evidence suggests that infant anthropomorphism comprise four dimensions: sweetness, simplicity, sympathy, and smallness. We found that consumers react positively to infant anthropomorphic products but that men perceived infant anthropomorphic products as more sympathetic than do women. These findings suggest that human infant anthropomorphism is important for marketers but that their appeal is based on different factors for men and women.

 Subject

anthropomorphism, human infant, product design

 To reference this document use:

http://resolver.tudelft.nl/uuid:4b61ba61-5a45-4a3a-88c5-6528b0bff6cb

 Source

Proceedings of the 2nd Nordic Conference on Consumer Research, Gothenborg, Sweden, 30 May-1 June, 2012

 Part of collection

Institutional Repository

 Document type

conference paper

 Rights

(c) 2012 Hellen, K., Saaksjarvi, M.C.
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