Week 3 - marketing

Week 3 - marketing

1. anthropomorphism: making machines/ objects more like humans. Attributing humanlike properties, forms, characteristics, emotional or mental states to real or imagined nonhuman agents and objects

   • Animalistic dehumanization: making humans more like animals. behavior explained by desires and wants rather han belieft. kitkat. feeling like a machine
     • Childyness, irrational, amorality
   • mechanistic dehumanization: making humans more like machines. Human attributes denied. behavior based on cause rather than intentional states or reason.Frosties awake the tiger in you
     • Dehumanization: deny or replace human characteristics that distinguish human kinds from machines or animals. This can be visual or behavioral.
     • Coldness, rigide, supercicial, passive
   • this influences behavior and evaluations. consumers like and buy! comforts people

2. some people more likely to anthropomorphize than others

   • 4 variables:
     • dispositional: high need for cognition -- less anthropomorphism. ALSO: more lonely -- more antropomorphism
     • situational: perceived similarity: similarity between product and me make me antropomorphize more
     • The more alternative theories -- less antrophomorphize
     • culture: in some cultures less respected to antrophomophize

3. design features

   • speed of movement
   • human shape
   • human expression
   • cute products enhance indulgence behavior- spoon smiley
   • schema congruent human expressions (car)
   • Uncanny valley: too much human = creepy. Robot looks like robot = fine. Too much human = creepy!

4. Aggarwal and McGill 2007: is that car smiling at me?

   • scheme activiation: The ease to which people can antropomorphize products depends on the schema in which products are presented and the presence or absence of product features that are human ike
   • Products that are presented as human while they lack human features are less positively evaluated than the ones that do have.
   • If we expect a human to smile, we expect a car to smile
     • The ease to which consumers can anthropomorphize products depends on, the schema in which products are presented and the presence or absence of product features that are human like.
       • Antropomorphizing a product does not always make sense: it only leads to positive evaluations when the type of person brought to mind if associated with positive feelings
   • study 1 and 2: prime people with human like features or object. More positive evaluation for smiling ar than frowning car. Look at a product line or facility of bottles. Prove for scheme congruity theory.
   • spokesperson schema, family schema, twin schema

5. Ice cream - smiling spoon = more eating!

6. Uniquely human: characteristics that define the boundary that seperates humans from animals

   • Human Nature: characteristics that define the boundary that separates humans from the related category of machines
     • linking people to machines: cold, rigid, inert, lacking emotion
     • interpersonal warmth, depth, cognitive openness, emotional responsive
   • We define people by a lack of human nature (linking to machines), or a lack of human uniqueness (linking to animals)
   • Linking to animals: ammature, irrational, coarse,
   • refinement, mature, rational, moral sensibele, civility

7. We should place ourselves somewhere in the middle of machines and humans but we don't. Japan and germany more machinelike, italy more animal like

8. effect of exposure to mechanistic and animalistic dehumanization

   • New technologies enhance consumers exposure to mechanistic dehumanization. it influences interaction --> negotiations face to face vs screen.
   • when humans compared to mechanics or animals, machine and animalistic characteristics attributed to humans (hallam)
   • expectations about behavior of person changes
   • interpretation of what attributes are in focus largely depends on context!!
     • medicine: do not come too close. sometimes it just is
   • Technological innovations are blurring what is machine like and human like!!

9. People want to be human: Humans like to be human. Dehumanization first: threat. Now: context dependent is you want t one called machine or animal

   • People want to b machine: some things they can do beter. Sports, medicine, health decisions. Less biased and influenced by human flaws like sleep e.d.
   • context specific: doctor need a form of dehumanization. can be positive and negative.

10. Paper: when humans look like machines: impact of mechanistic dehumanization on health choices

    • Body view: mechanistic vs natural
      • Natural body view: Body as a system of affect based experiential states (hunger). Body heals itself, explain desease.
        • mechanistic body view: body as a mechanical system which focuses on relations of incoming substances and bodily outcomes. Less overeating, more rational. Tend to take more medicine on Average!
    • Exposure: machine like body --> expectation to make healthier choice
      • Low health self control (more animal side) -- eat more calories.
        • high health self control (more nmechanistic side) - eat less calories if .
          • after manipulation of mechanistic body: they choose the most healthy option. even become healthier!
          • Conclusion : do not show people with natural body view a mechanistic body. this is the group you are targeting!
        • If you show them a machine like body they choose a less healthy option! (better if you show them natural body! I am not like a machine, give me a chocolate!
    • mediator: health self control! most important factor in machine vs animal like!
    • 12 snack choices!