Yet Another Post on the Anthropomorphizing of Cars
This makes me wonder why more car ads (wait, do any?) don’t use animated figures:
“In the study’s first experiment, participants were asked to evaluate a car’s newly redesigned look. The cars were presented to them in one of two ways: as a spokesperson speaking in the first person or as an object described in the third person. The participants were then shown a picture of a car that had been manipulated so that its front grill either pointed up in the shape of a smile, or pointed down to resemble a frown…
…Participants who were presented the car as a spokesperson were more likely to rate the car as human and to evaluate it more favorably if the car had a smile rather than a frown. “Interestingly, smiles were seen as more human than frowns, which is consistent with prior research,” McGill says. By contrast, those that were presented the car as an object were indifferent between the smiling and the frowning cars. Aggarwal and McGill found that participants were more likely to give the car a good review if it seemed more human to them, which emphasizes the importance of effectively anthropomorphizing a product.”
That’s from “Is That Car Smiling at Me? Schema Congruity as a Basis for Evaluating Anthropomorphized Products.” Pankaj Aggarwal and Ann L. McGill. Journal of Consumer Research, 2007.
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