Influence of anthropomorphism on consumer behavior

Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review


The following paper is a literature review on anthropomorphism in ICT and its influence on consumer behavior. Anthropomorphism is a congenital skill of a person to attribute human characteristics and features to non-human objects. According to the previous research works anthropomorphism influences on different factors of consumer behavior and human-technology interaction, such as, for example, consumer perception of the technology, trust towards it, loyalty to the company and period of usage of the technology, etc. In our study we aim to identify, summarize and classify both positive and negative effects of anthropomorphism on consumer behavior at different stages of consumer purchasing process: pre-purchasing, actual purchasing decision- making and post purchasing process.
Original languageEnglish
Title of host publicationSelected Papers of the IRIS
PublisherAssociation for Information Systems
Number of pages14
Publication statusPublished - 6 Feb 2019
MoE publication typeA4 Article in a conference publication
EventInformation Systems Research Seminar in Scandinavia - Aarhus, Denmark
Duration: 5 Aug 20188 Aug 2018
Conference number: 41

Publication series

NameSelected Papers of the IRIS
ISSN (Electronic)2387-3353


SeminarInformation Systems Research Seminar in Scandinavia
Abbreviated titleIRIS


  • Anthropomorphism
  • consumer behavior
  • anthropomorphic features of the technologies
  • positive and negative effects of anthropomorphism
  • decision-making process
  • smart technologies
  • human-technology interaction

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