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"Anthropomorphism"
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Reverse (brand) anthropomorphism: the case of brand hitlerization
Purpose
Although marketer-generated brand anthropomorphism impacts on positive company returns is studied broadly, consumer-generated brand anthropomorphisms that focus on demonizing and hitlerizing brands is not extensively studied. This study aims to examine these consumer interpretations of the evil, its symbols and personifications of brands as evil, with a new concept: “reverse brand anthropomorphism.”
Design/methodology/approach
This paper provides a literature review of brand anthropomorphism and the application of the concept of evil. This paper also uses a qualitative analysis with consumer interviews to explore the proposed reverse brand anthropomorphism concept.
Findings
This study’s findings reveal that consumers see corporations as consciously evil, loosely as an embodiment of Adolf Hitler. Consumer interviews points out that corporate brand power aimed at controlling consumer value systems is associated with “evil,” an evil that secretly aims at possessing consumers and controlling their consumption practices. The findings of this study indicate that consumers also develop their own alternative moral market value systems, ones parallel to religious morality. Although “evil” imagery is often found distractive and disrespectful by consumers, the younger generation accept it as a new and alternative form of market speech.
Originality/value
This is the first study to introduces and conceptualize a “reverse brand anthropomorphism” concept with examples of consumer brand hitlerization semiotics. Further, this study is also the first study to discuss evil in a consumption context.
Journal Article
The great indoors
Woodland animals camp in a human house for a weeklong vacation while the family that lives there is away.
Book
Antropomorfizacja roślin w Inteligencji kwiatów Maurycego Maeterlincka
This article focuses on The Intelligence of Flowers (1907) by Maurice Maeterlinck, a botanical essay that is both scientific and literary. The author analyzes the way in which the Belgian writer presents plants: their functioning and their faculties which clearly prove that they are endowed with intelligence, understood as the ability to solve problems and adapt to the environment. The anthropomorphization of plants and the numerous analogies between their vital situation and that of humans serve to express Maeterlinck’s conception of the world: a world without generic hierarchies where all living organisms are equal. They also allow him to talk about plants with tenderness and praise about their genius which fascinates him. The writer rejects the anthropocentric perspective, dominant in his time, and with his essay anticipates current knowledge about plants, confirmed by neurobiological research, as well as the ecocritical approach that has animated literary studies since the 90s of the 20th century.
Journal Article
Blame the Bot
Chatbots have become common in digital customer service contexts across many industries. While many companies choose to humanize their customer service chatbots (e.g., giving them names and avatars), little is known about how anthropomorphism influences customer responses to chatbots in service settings. Across five studies, including an analysis of a large real-world data set from an international telecommunications company and four experiments, the authors find that when customers enter a chatbot-led service interaction in an angry emotional state, chatbot anthropomorphism has a negative effect on customer satisfaction, overall firm evaluation, and subsequent purchase intentions. However, this is not the case for customers in nonangry emotional states. The authors uncover the underlying mechanism driving this negative effect (expectancy violations caused by inflated pre-encounter expectations of chatbot efficacy) and offer practical implications for managers. These findings suggest that it is important to both carefully design chatbots and consider the emotional context in which they are used, particularly in customer service interactions that involve resolving problems or handling complaints.
Journal Article
Exploring users' adoption intentions in the evolution of artificial intelligence mobile banking applications: the intelligent and anthropomorphic perspectives
PurposeThe development of mobile technology has changed the traditional financial industry and banking sector. While traditional banks have adopted artificial intelligence (AI) techniques to deepen the development of mobile banking applications (apps), the current literature lacks research on the use of AI-based constructs to explore users' mobile banking app adoption intentions. To fill this gap, based on stimulus-organism-response (SOR) theory, two AI feature constructs as stimuli are considered, namely, perceived intelligence and anthropomorphism. This study then develops a research model to investigate how intelligence and anthropomorphism affect task-technology fit (TTF), perceived cost, perceived risk and trust (organism), which in turn influence users' AI mobile banking app adoption (response).Design/methodology/approachThis study used a convenience nonprobability sampling approach; a total of 451 responses were collected to examine the model. The partial least squares technique was utilized for data analysis.FindingsThe results show that intelligence and anthropomorphism increase users' willingness to adopt mobile banking apps through TTF and trust. However, higher levels of anthropomorphism enhance users' perceived cost. In addition, both intelligence and anthropomorphism have insignificant effects on perceived risk. The results provide theoretical contributions for AI-based mobile banking app adoption and offer practical guidance for bank planning to use AI to retain users.Originality/valueBased on SOR theory, this study reveals that as features, AI-enabled intelligence and anthropomorphism help us further understand users' perceptions regarding cost, risk, TTF and trust in the context of AI-enabled app adoption intentions.
Journal Article
Perceived anthropomorphism and purchase intention using artificial intelligence technology: examining the moderated effect of trust
PurposeThis study explores features that impact consumers' purchase intention through artificial intelligence (AI), because it is believed that through artificial intelligence, consumers' intention to purchase grows significantly, especially in the retail sector, whereby retailers provide lucrative offers to motivate consumers. The study develops a theoretical framework based on media-richness theory to investigate the role of perceived anthropomorphism toward an intention to purchase products using AI.Design/methodology/approachThe study is based on cross-sectional data through an online survey. The data have been analyzed using PLS-SEM and SPSS PROCESS macro.FindingsThe results show that consumers tend to demand anthropomorphized products to gain a better shopping experience and, therefore, demand features that attract and motivate them to purchase through artificial intelligence via mediating variables, such as perceived animacy and perceived intelligence. Moreover, trust in artificial intelligence moderates the relationship between perceived anthropomorphism and perceived animacy.Originality/valueThe study investigates and concludes with managerial and academic insights into consumer purchase intention through artificial intelligence in the retail and marketing sector.
Journal Article