How Does Anthropomorphism Influence Product Evaluation: An Empirical Analysis

Abstract

In recent years, personification has become an important and novel communication strategy and marketing means in the field of advertising and marketing. Although personification is not a new concept, the personification marketing of brands or products has attracted close attention in recent years.This research explores how anthropomorphism influence product evaluation. Based on the experiment analysis, we found that products with positive appearance are perceived as the most positive, innovative, high quality, attractive and willing to buy; when emotional anthropomorphic elements are added to the logo and appearance, the product evaluation and purchase intention are much higher in both the original and highlighted conditions. For product design, the product evaluation can be improved simply by the design of upward curved appearance features, but the choice of highlighting method should be carefully.