UN 282 - IJRM. Consumers & Anthropomorphic Products.

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Anthropomorphic products are items or objects that exhibit human-like characteristics, either in appearance, behavior, or personality. These products often feature human traits, such as faces, expressions, or even names, making them relatable and engaging to consumers.

In today’s conversation, Dr. Rhonda Hadi, describes her research into anthropomorphic products and what she and her colleagues found regarding how certain cultural traits influence consumer preferences, shedding light on why we see more anthropomorphic products in particular markets.

Key items explored:

Cultural Influence: How cultural traits play a significant role in shaping consumer preferences for anthropomorphic products.
Marketing Strategies: Understanding the power collectivism and individualism is a valuable tool for marketers when making targeting decisions and deploying anthropomorphic marketing, packaging, or communications.

111 episoder

#Gabriella Mirabelli #Business #Marketing