282. IJRM. Consumers & Anthropomorphic Products.
September 7, 2023
Listen to full episode :
Anthropomorphic products are items or objects that exhibit human-like characteristics, either in appearance, behavior, or personality. These products often feature human traits, such as faces, expressions, or even names, making them relatable and engaging to consumers.
In today’s conversation, Dr. Rhonda Hadi, describes her research into anthropomorphic products and what she and her colleagues found regarding how certain cultural traits influence consumer preferences, shedding light on why we see more anthropomorphic products in particular markets.
Topics Include:
Cultural Influence: How cultural traits play a significant role in shaping consumer preferences for anthropomorphic products.
Marketing Strategies: Understanding the power collectivism and individualism is a valuable tool for marketers when making targeting decisions and deploying anthropomorphic marketing, packaging, or communications.
Click here for the Research Article
The Up Next podcast’s access to this content is courtesy of the International Journal of Research in Marketing, an international, double-blind peer-reviewed journal for marketing academics and practitioners. IJRM aims to contribute to the marketing discipline by providing high-quality, original research which advances marketing knowledge and techniques. As marketers increasingly draw on diverse and sophisticated methods, IJRM‘s target audience is comprised of marketing scholars, practitioners (e.g., marketing research and consulting professionals) and policymakers.
IJRM aims to be at the forefront of the marketing field with a particular emphasis on bringing timely ideas to market. The journal embraces innovative research with the potential to spur future research and influence practice. Hence, it welcomes contributions in various aspects of marketing. The editors, while accepting a wide array of scholarly contributions from different disciplinary approaches, especially encourage research that is novel, visionary or path breaking.
Dr. Rhonda Hadi is an Oxford professor and academic expert in the domains of sensory marketing and consumer interactions with technology. Specifically, she explores how sensory experiences impact consumer judgments and consumption behavior, with an emphasis on understanding the underlying processes behind such effects. Her work has implications for product manufacturers, service industries, retailers, software developers, and public policy makers.
Rhonda’s research has been published in leading journals such as the Journal of Consumer Research, Journal of Marketing, and Journal of Consumer Psychology. Her work has been selected as a ‘Must Read” by the Marketing Science Institute, and she frequently shares her expertise with the media, including interviews with the BBC. She is an Associate Editor at the Journal of Consumer Research and the Journal of Business Research and sits on the editorial review boards of the Journal of Consumer Psychology and the Journal of the Academy of Marketing Science.
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International Journal of Research in Marketing
Rhonda Hadi