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Mindful and mindless anthropomorphism: how to facilitate consumer comprehension towards new products.

Seyed Esfahani, M., Reynolds, N. and Ashleigh, M., 2020. Mindful and mindless anthropomorphism: how to facilitate consumer comprehension towards new products. International Journal of Innovation and Technology Management. (In Press)

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Abstract

Individual’s perception of anthropomorphic platforms in promotion of really new products or novel innovations has not been examined fully. There are contradictions in the academic literature on how various presentations of social cues are perceived by audience mindlessly or mindfully. Perceived mindful and mindless anthropomorphism are explored in this study in order to understand its effect on individuals’ attitude, purchase intention and comprehension of new products. A single factor between-subject design using two innovative products and websites with four levels of social cues (voice, language, interactivity and social role) was used. Five hundred participants took part in the main experiment. Participants were randomly assigned to each experimental group. The analysis indicated that a human-like avatar is preferred by individuals over static avatar and perceived higher mindlessly. Interactive content didn’t improve individuals’ perceived mindless anthropomorphism. There was no significant increase in individuals’ mindful anthropomorphism in any condition. The study indicated perceived mindless anthropomorphism results into better comprehension, attitude and purchase intention towards really new products.

Item Type:Article
ISSN:0219-8770
Uncontrolled Keywords:Perceived anthropomorphism ; Innovation ; Avatars ; Social Cues
Group:Faculty of Media & Communication
ID Code:33791
Deposited By: Unnamed user with email symplectic@symplectic
Deposited On:23 Mar 2020 14:26
Last Modified:23 Mar 2020 14:26

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