Development of a scale measuring childlike anthropomorphism in products

Abstract In this paper, the measurement of childlike anthropomorphism in products is investigated. A measurement scale to capture childlike anthropomorphism in products is introduced, and three studies are reported to support the validity of the scale. Scale development procedures suggest that childlike characteristics comprise four dimensions: sweetness, simplicity, sympathy, and smallness, measured on a 23-item scale. The results show that consumers react positively to childlike anthropomorphic characteristics in products. Across samples, men perceived such characteristics to be more sympathetic than women did. These findings suggest that childlike anthropomorphic characteristics are liked by consumers but that their appeal is based on different factors for men and women.

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