Influence of anthropomorphism on consumer behavior

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.