A researcher from University Innsbruck in Austria published a new paper in the Journal of Consumer Psychology that provides insights about the way food anthropomorphism impacts consumer purchases and consumption.
The article, recently published/forthcoming in the Journal of Consumer Psychology “Ouch!” When and why food anthropomorphism negatively affects consumption,” is authored by Roland Schroll, Assistant Professor, Faculty of Business and Management.
The study found that consumers like to purchase humanized food products, such as gingerbread men, making anthropomorphizing food an effective marketing strategy used by companies across a variety of industries. However, the study found that people do not like to eat the human-shaped food.
“By humanizing a food product, we grant it the capacity to feel (pain),” says Schroll. “Consequently, consumers don’t like to eat such a product because eating it seems immoral.”
People who tend to lack empathy or remorse are the exception. Interestingly, the research found that this this effect does not show for cold-hearted consumers, such as psychopaths.
Organizations that want to use this communication strategy should thus consider whether their primary goal is to promote consumption or purchase. A warning for organizations seeking to encourage food consumption: exercise caution with respect to humanizing food products.
Full article and author contact information available at: https://myscp.onlinelibrary.wiley.com/doi/10.1002/jcpy.1316
About the Journal of Consumer Psychology
The Journal of Consumer Psychology publishes top-quality research articles that contribute both theoretically and empirically to our understanding of the psychology of consumer behavior. The Journal is intended for researchers in consumer psychology, social and cognitive psychology, judgment and decision making, and related disciplines. It is also relevant to professionals in advertising and public relations, marketing and branding, consumer and market research, and public policy. Published by the Society for Consumer Psychology since its founding in 1992, JCP has played a significant role in shaping the content and boundaries of the consumer psychology discipline. Dr. Lauren Block (Lippert Professor of Marketing at the Zicklin School of Business, Baruch College) serves as the current Editor-in-Chief.
About the Society for Consumer Psychology (SCP)
The Society for Consumer Psychology is the premier voice to further the advancement of the discipline of consumer psychology in a global society. Building upon the Society's excellence in mentoring young behavioral scientists, the SCP facilitates the generation and dissemination of intellectual contributions and promotes professional development and research opportunities for its members around the globe. Dr. Gita V. Johar (Meyer Feldberg Professor of Business at the Columbia Business School, Columbia University) serves as the current President.
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“Ouch!” When and why food anthropomorphism negatively affects consumption
2-Jul-2022