A Review of the Effects of Anthropomorphic Design on Consumer Emotions
Abstract
Anthropomorphic design, which attributes human-like characteristics to non-human objects, has become a focal point in marketing and artificial intelligence. While this strategy is recognized for fostering emotional connections and influencing consumer behavior, existing research presents mixed findings, often due to variations in individual traits and situational factors. This review aims to systematically analyze the evolution and impact of anthropomorphic design on consumer emotions. Through a synthesis of key studies, the review identifies gaps in the literature and explores the mechanisms through which anthropomorphic design shapes emotional responses. The findings reveal that anthropomorphic design generally enhances consumer engagement but its effectiveness is contingent upon contextual and individual differences. The review concludes by offering recommendations for optimizing anthropomorphic strategies in branding and product design, while suggesting avenues for future research to expand the theoretical framework in emerging fields such as AI and digital marketing.
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