Research On The Influence Of Anthropomorphic Elements In Product Appearance On Consumer Preference

With the rapid development of economy and the improvement of consumer demand,the meaning of consumer products is no longer limited to the products used,and began to be associated with consumers’ social,aesthetic and other needs,whereas anthropomorphic products give products human appearance,actions,moods and emotions,which have been shown to attract the attention of consumers,narrow the "psychological distance" between consumers and products,reduce consumers’ potential threat awareness and sense of resistance to products,thereby improving their attitudes and preferences towards products and leading to higher purchase intentions.In the process of collating the literature on the consumption preference behavior of anthropomorphic products,we found that gender may lead to consumers’ different views on anthropomorphic products.Women have higher delusions of fantasy,are more likely to perceive anthropomorphic products,and have higher purchase intention to anthropomorphic products.Previous studies mostly used questionnaires and behavioral experiments,but consumers may not be able to fully express their preferences,and their neural activity or other physiological signals contain hidden data about their real preferences,which may affect consumers’ purchasing behavior.In this study,three experiments were carried out with college students as subjects.Preliminary experiment used the experimental design of 2(product pictures types: anthropomorphic product pictures and the anthropomorphic product pictures)×2(subjects gender: male and female),by having participants of different genders systematically evaluate anthropomorphic and non-anthropomorphic product pictures,they understand the product attitudes,process level,quality perception and purchase willingness of boys and girls when viewing anthropomorphic product appearance and nonanthropomorphic products.The main effect of gender was not significant.The main effect of product image type was significant,and the subjects’ attitude,craft level,quality perception and purchase intention scores of anthropomorphic products were significantly higher than those of non-anthropomorphic products.Experiment 1 adopts the experimental paradigm of point detection,and conducts experiment designs of 2(product picture type: anthropomorphic product picture and non-anthropomorphic product picture)×2(subject sex: male and female)to explore whether the anthropomorphic product picture has a specific attention bias compared to the non-anthropomorphic product picture.The results showed that the main effect of location and gender was not significant.In experiment 2,f NIRS technology was used to design experiment 2(product image type:anthropomorphic product image and non-anthropomorphic product image)2(subject gender: male and female)to explore whether there was a difference in prefrontal cortex activity when subjects judged anthropomorphic or non-anthropomorphic product.The results showed that there was no significant difference in response time and accuracy.f NIRS data showed that deoxyhemoglobin negative activation in channel 5 and channel 17 was greater when subjects viewed the pictures of anthropomorphic products.The mean activation value of deoxyhemoglobin is larger in absolute value.The conclusions of the study are as follows:(1)Anthropomorphic elements in product appearance can improve consumers’ attitude towards products,craftsmanship,quality perception and purchase intention(2)Consumers prefer anthropomorphic elements in product appearance...