ABSTRACT
This chapter discusses the underlying reasons behind why people anthropomorphize inanimate objects. It explores various ways in which product manufacturers can deliberately trigger anthropomorphism through a product's design, and describes some of the powerful consumer responses that can materialize as a result. Anthropomorphism can function as a way for people to both comprehend and predict the behavior of nonhuman elements, which ultimately gives people greater feelings of control over their environments. In practice, anthropomorphic thought can be triggered in many ways, whether it be through advertising copy or through brand personality. However, one of the most effective means for inducing anthropomorphism of a tangible object is through its design features. One efficient way manufacturers of technological products induce anthropomorphic thought is by integrating a human voice into their products. An Individual Differences in Anthropomorphism Questionnaire (IDAQ) was developed to psychometrically assess stable individual differences in the tendency to attribute human-like attributes to nonhuman agents.
