Is That Car Smiling at Me? Schema Congruity as a Basis for Evaluating Anthropomorphized Products
نویسندگان
چکیده
The present research proposes schema congruity as a theoretical basis for examining the effectiveness and consequences of product anthropomorphism. Results of two studies suggest that the ability of consumers to anthropomorphize a product and their consequent evaluation of that product depend on the extent to which that product is endowed with characteristics congruent with the proposed human schema. Furthermore, consumers’ perception of the product as human mediates the influence of feature type on product evaluation. Results of a third study, however, show that the affective tag attached to the specific human schema moderates the evaluation but not the successful anthropomorphizing of theproduct.
منابع مشابه
Website Congruity and User Satisfaction – An Initial Study
Based on the schema-congruity theory, this paper examines the impact of schemas in influencing user satisfaction in ecommerce websites. An experimental study was conducted using employees of a mid-sized organization. Results indicate that a schema-congruent website design in which product-line, color, and typeface were consistent with an existing schema engendered greater satisfaction in the us...
متن کاملAdaptive fuzzy sliding mode and indirect radial-basis-function neural network controller for trajectory tracking control of a car-like robot
The ever-growing use of various vehicles for transportation, on the one hand, and the statistics ofsoaring road accidents resulting from human error, on the other hand, reminds us of the necessity toconduct more extensive research on the design, manufacturing and control of driver-less intelligentvehicles. For the automatic control of an autonomous vehicle, we need its dynamic...
متن کاملThe Anthropomorphized Product Shelf: Symmetric Multimodal Human-Environment Interaction
" The environment is everything that isn't me. " Albert Einstein
متن کاملSpatial Congruity Effects Reveal Metaphorical Thinking, not Polarity Correspondence
Spatial congruity effects have often been interpreted as evidence for metaphorical thinking, but an alternative account based on polarity correspondence (a.k.a. markedness) has challenged this view. Here we compared metaphor- and polarity-correspondence-based explanations for spatial congruity effects, using musical pitch as a testbed. In one experiment, English speakers classified high- and lo...
متن کاملMeaningfulness of Religious Language in the Light of Conceptual Metaphorical Use of Image Schema: A Cognitive Semantic Approach
According to modern religious studies, religions are rooted in certain metaphorical representations, so they are metaphorical in nature. This article aims to show, first, how conceptual metaphors employ image schemas to make our language meaningful, and then to assert that image-schematic structure of religious expressions, by which religious metaphors conceptualize abstract meanings, is the ba...
متن کامل