University of Toronto — News@UofT — Humanizing products isn’t always enough to make a sale, says U of T study (Nov 14/07)
Aggarwal and colleague Ann McGill of the University of Chicago found that consumers view a product more positively only when attempts to humanize it fit with consumers’ preconceived notions or “schema” of what they recognize to be human. When the researchers graphically manipulated a car grille to make it as though it was smiling, study participants identified that car as human more often than a car manipulated to look as if it were frowning.
違うサイズの瓶が並んでいると家族のようにとらえたり。先入観にあった擬人化だと効果が高い。