Anthropomorphic Design in Mortality Salience Situations: Exploring Emotional and Non-Emotional Mechanisms Enhancing Consumer Purchase Intentions
This study investigates the role of anthropomorphic design in alleviating consumer anxiety induced by mortality salience and delves into the underlying emotional and non-emotional mechanisms. Through a series of meticulously designed experiments, we confirm that anthropomorphic design significantly...
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| Format: | Article |
| Language: | English |
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MDPI AG
2024-11-01
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| Series: | Behavioral Sciences |
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| Online Access: | https://www.mdpi.com/2076-328X/14/11/1041 |
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| author | Cong Sun Yuechun Ding Xinyi Wang Xing Meng |
| author_facet | Cong Sun Yuechun Ding Xinyi Wang Xing Meng |
| author_sort | Cong Sun |
| collection | DOAJ |
| description | This study investigates the role of anthropomorphic design in alleviating consumer anxiety induced by mortality salience and delves into the underlying emotional and non-emotional mechanisms. Through a series of meticulously designed experiments, we confirm that anthropomorphic design significantly enhances positive emotional responses in consumers, reduces negative emotions, and thereby increases their preference and willingness to purchase products. Even after the diminution of emotional reactions, anthropomorphic design continues to sustain consumer preference by enhancing psychological intimacy. These findings reveal the crucial role of anthropomorphic design as an effective emotional regulation strategy in consumer purchasing behavior, enriching the application of terror management theory and emotion regulation theory in consumer behavior research. Furthermore, our study provides valuable practical guidance for product design and marketing strategies, especially for consumer groups frequently facing high-pressure situations. Products with anthropomorphic designs may be more appealing to these consumers, helping to mitigate their death anxiety and enhance psychological well-being. |
| format | Article |
| id | doaj-art-083338fae63f4103851829f6c9955e3c |
| institution | Kabale University |
| issn | 2076-328X |
| language | English |
| publishDate | 2024-11-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Behavioral Sciences |
| spelling | doaj-art-083338fae63f4103851829f6c9955e3c2024-11-26T17:51:28ZengMDPI AGBehavioral Sciences2076-328X2024-11-011411104110.3390/bs14111041Anthropomorphic Design in Mortality Salience Situations: Exploring Emotional and Non-Emotional Mechanisms Enhancing Consumer Purchase IntentionsCong Sun0Yuechun Ding1Xinyi Wang2Xing Meng3Pan Tianshou College of Architecture, Art and Design, Ningbo University, Ningbo 315211, ChinaPan Tianshou College of Architecture, Art and Design, Ningbo University, Ningbo 315211, ChinaPan Tianshou College of Architecture, Art and Design, Ningbo University, Ningbo 315211, ChinaSchool of Business, Ningbo University, Ningbo 315211, ChinaThis study investigates the role of anthropomorphic design in alleviating consumer anxiety induced by mortality salience and delves into the underlying emotional and non-emotional mechanisms. Through a series of meticulously designed experiments, we confirm that anthropomorphic design significantly enhances positive emotional responses in consumers, reduces negative emotions, and thereby increases their preference and willingness to purchase products. Even after the diminution of emotional reactions, anthropomorphic design continues to sustain consumer preference by enhancing psychological intimacy. These findings reveal the crucial role of anthropomorphic design as an effective emotional regulation strategy in consumer purchasing behavior, enriching the application of terror management theory and emotion regulation theory in consumer behavior research. Furthermore, our study provides valuable practical guidance for product design and marketing strategies, especially for consumer groups frequently facing high-pressure situations. Products with anthropomorphic designs may be more appealing to these consumers, helping to mitigate their death anxiety and enhance psychological well-being.https://www.mdpi.com/2076-328X/14/11/1041anthropomorphic designmortality salienceconsumer emotionsdeath anxietypurchasing behavioremotion regulation |
| spellingShingle | Cong Sun Yuechun Ding Xinyi Wang Xing Meng Anthropomorphic Design in Mortality Salience Situations: Exploring Emotional and Non-Emotional Mechanisms Enhancing Consumer Purchase Intentions Behavioral Sciences anthropomorphic design mortality salience consumer emotions death anxiety purchasing behavior emotion regulation |
| title | Anthropomorphic Design in Mortality Salience Situations: Exploring Emotional and Non-Emotional Mechanisms Enhancing Consumer Purchase Intentions |
| title_full | Anthropomorphic Design in Mortality Salience Situations: Exploring Emotional and Non-Emotional Mechanisms Enhancing Consumer Purchase Intentions |
| title_fullStr | Anthropomorphic Design in Mortality Salience Situations: Exploring Emotional and Non-Emotional Mechanisms Enhancing Consumer Purchase Intentions |
| title_full_unstemmed | Anthropomorphic Design in Mortality Salience Situations: Exploring Emotional and Non-Emotional Mechanisms Enhancing Consumer Purchase Intentions |
| title_short | Anthropomorphic Design in Mortality Salience Situations: Exploring Emotional and Non-Emotional Mechanisms Enhancing Consumer Purchase Intentions |
| title_sort | anthropomorphic design in mortality salience situations exploring emotional and non emotional mechanisms enhancing consumer purchase intentions |
| topic | anthropomorphic design mortality salience consumer emotions death anxiety purchasing behavior emotion regulation |
| url | https://www.mdpi.com/2076-328X/14/11/1041 |
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