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What Are You Looking At? I’m Human Too: Stereotypes in Anthropomorphized Products

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Title: What Are You Looking At? I’m Human Too: Stereotypes in Anthropomorphized Products
Author: Taylor, Derek
Department: Department of Marketing and Consumer Studies
Program: Marketing and Consumer Studies
Advisor: Colwell, ScottNoseworthy, Theodore J.
Abstract: Across two studies, this research attempts to show that anthropomorphism is not as advantageous for products as previously thought and that when products are anthropomorphized they are susceptible to the same stereotypes that are applied to humans. Experiment 1 is designed to show that anthropomorphized products are subjected to the same stereotypes as humans when the form of the product is inconsistent with its claim. Experiment 2 is designed to replicate experiment 1 in a different product category and establish the underlying mechanism of skepticism toward stereotyped anthropomorphized objects. Finally, theoretical, substantive and policy implications are discussed.
URI: http://hdl.handle.net/10214/9249
Date: 2015-09
Rights: Attribution-NonCommercial-NoDerivs 2.5 Canada
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Attribution-NonCommercial-NoDerivs 2.5 Canada Except where otherwise noted, this item's license is described as Attribution-NonCommercial-NoDerivs 2.5 Canada