Abstract
Literature suggests that anthropomorphic (humanlike) shapes in product appearance may be fruitful to design a product. However, anthropomorphism may have either positive or negative consequence in market. Novelty is an aesthetic dimension which may cause acceptance of an anthropomorphic product in market, due to attractiveness of the product. The present study was conducted to investigate whether anthropomorphic product appearance causes a high level of perceived novelty; thus, the higher level of perceived attractiveness and product choice. Results of the present study revealed that users perceived a higher level of novelty in product due to a higher level of anthropomorphism. It was also evident that users perceived the product as more attractive which had a higher level of novelty in appearance. Eyetracking study indicated that average fixation counts and fixation durations were higher in the case of television which had a higher level of novelty. Further, people choose the product (television) which had a higher level of novelty and attractiveness. Hence, novelty is the basis of making anthropomorphic product attractive and anthropomorphic product choice.
Keywords
This is a preview of subscription content, log in via an institution.
Buying options
Tax calculation will be finalised at checkout
Purchases are for personal use only
Learn about institutional subscriptionsReferences
Schoormans JPL, Robben HSJ (1997) The effect of new package design on product attention, categorization and evaluation. J Econ Psychol 18(2–3):271–287
Mugge R, Dahl DW (2013) Seeking the ideal level of design newness: consumer response to radical and incremental product design. J Prod Innov Manage 30(S1):34–47
Mugge R, Schoormans JP (2012) Product design and apparent usability. The influence of novelty in product appearance. Appl Ergon 43(6):1081–1088
Aggarwal P, McGill AL (2007) Is that car smiling at me? Schema congruity as a basis for evaluating anthropomorphized products. J Consum Res 34(4):468–479
Creusen MEH, Schoormans JPL (2005) The different roles of product appearance in consumer choice. J Prod Innov Manage 22:63–81
Duchowski AT (2007) Eye tracking methodology: theory and practice. Springer, Berlin
Kiesler T (2006) Anthropomorphism and consumer behavior. Adv Consum Res 33:149
Windhager S, Slice DE, Schaefer K et al (2008) Face to face: the perception of automotive designs. Hum Nat Int Bios 19(4):331–346
Windhager S, Hutzler F, Carbon CC et al (2010) Laying eyes on headlights: eye movements suggest facial features in cars. Coll Antropol 43(3):1075–1080
Maughan L, Gutnikov S, Stevens R (2007) Like more, look more. Look more, like more: the evidence from eye-tracking. J Brand Manage 14(4):335–342
Zhao M, Hoeffler S, Dahl DW (2009) The role of imagination-focused visualization on new product evaluation. J Mark Res 46:46–55
Field A (2009) Discovering statistics using SPSS. Sage, London
Hekkert P, Snelders D, VanWieringen PCW (2003) ‘Most advanced, yet acceptable’: typicality and novelty as joint predictors of aesthetic preference in industrial design. Br J Psychol 94:111–124
Page C, Herr PM (2002) An investigation of the processes by which product design and brand strength interact to determine initial affect and quality judgments. J Consum Psychol 12:133–147
Miesler L, Leder H, Herrmann A (2011) Isn’t it cute: an evolutionary perspective of baby-schema effects in visual product designs. Int J Des 5(3):17–30
Clement J (2007) Visual influence on in-store buying decisions: an eye-track experiment on the visual influence of packaging design. J Mark Manage 23(9–10):917–928
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2018 Springer Nature Singapore Pte Ltd.
About this paper
Cite this paper
Chowdhury, A., Chakrabarti, D., Karmakar, S. (2018). Anthropomorphic Televisions Are More Attractive: The Effect of Novelty. In: Ray, G., Iqbal, R., Ganguli, A., Khanzode, V. (eds) Ergonomics in Caring for People. Springer, Singapore. https://doi.org/10.1007/978-981-10-4980-4_30
Download citation
DOI: https://doi.org/10.1007/978-981-10-4980-4_30
Published:
Publisher Name: Springer, Singapore
Print ISBN: 978-981-10-4979-8
Online ISBN: 978-981-10-4980-4
eBook Packages: EngineeringEngineering (R0)