Emotional Anthropomorphism : What Kind of Face Sits Well on a Car's Frontal Appearance?

Auteur(s)

Jan R. Landwehr

Accéder

Descrizione

The present research is aimed at providing insights into the complex nature of product anthropomorphism with respect to gender and emotional expressions of employed faces and shows on the basis of a fMRI study that cars resemble female faces and are best liked when they simultaneously look aggressive and friendly.

Sujets

Gestion d'entreprise > Marketing

Institution partenaire

Université de St-Gall - Schools of Management

Langue

English

Data

2011