Mindful and Mindless Anthropomorphism: How to Facilitate Consumer Comprehension towards New Products
Authors: Esfahani, M.S., Reynolds, N. and Ashleigh, M.
Journal: International Journal of Innovation and Technology Management
Volume: 17
Issue: 3
ISSN: 0219-8770
DOI: 10.1142/S0219877020500169
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.
https://eprints.bournemouth.ac.uk/33791/
Source: Scopus
Mindful and Mindless Anthropomorphism: How to Facilitate Consumer Comprehension Towards New Products
Authors: Esfahani, M.S., Reynolds, N. and Ashleigh, M.
Journal: INTERNATIONAL JOURNAL OF INNOVATION AND TECHNOLOGY MANAGEMENT
Volume: 17
Issue: 3
eISSN: 1793-6950
ISSN: 0219-8770
DOI: 10.1142/S0219877020500169
https://eprints.bournemouth.ac.uk/33791/
Source: Web of Science (Lite)
MINDFUL AND MINDLESS ANTHROPOMORPHISM: HOW TO FACILITATE CONSUMER COMPREHENSION TOWARDS NEW PRODUCTS
Authors: Seyed Esfahani, M., Reynolds, N. and Ashleigh, M.
Editors: Brem, A.
Journal: International Journal of Innovation and Technology Management
Publisher: World Scientific
ISSN: 0219-8770
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.
https://eprints.bournemouth.ac.uk/33791/
https://www.worldscientific.com/worldscinet/ijitm
Source: Manual
Mindful and mindless anthropomorphism: how to facilitate consumer comprehension towards new products
Authors: Seyed Esfahani, M., Reynolds, N. and Ashleigh, M.
Journal: International Journal of Innovation and Technology Management
Volume: 17
Issue: 3
ISSN: 0219-8770
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.
https://eprints.bournemouth.ac.uk/33791/
Source: BURO EPrints