| Product packaging plays a critical role in consumers' purchase decisions. The present research examines how one element of packaging---shape---influences consumers' self-perceptions, enjoyment of the usage experience, and evaluations of the product. Specifically, in four studies, I examine anthropomorphized products (e.g., a curvy bottle resembling a woman) and show that when a package's shape resembles a human form that is associated with specific traits, consumers who use, or imagine using, the package incorporate the associated traits into their identities. As a result, the anthropomorphized package design influences consumers' enjoyment of using the package, as well as consumers' attitudes toward the package. Furthermore, I provide some support for the notion that consumers prefer anthropomorphized packages when the packages are associated with traits that can be instrumental in goal achievement. |
