In the present research, we test the mechanisms (Studies 1a and 1b, conducted online), consequences, and limitations (Study 2, conducted in the lab) of anthropomorphizing autonomous (vs. manual) products. Building on previous theoretical and empirical research on product anthropomorphism, we argue and find that anthropomorphism is perceived to be more congruent with autonomous products than with manual products. Furthermore, we show that anthropomorphism increases the liking of autonomous products, given that consumers have no prior experience with autonomous products. Increased liking of autonomous products due to anthropomorphism, in turn, increases purchase intentions and positive evaluations of outcomes obtained by the autonomous product. The findings are discussed with regard to optimal marketing and design of autonomous products.

在本研究中，我们测试了拟人化自主（相对于手册）产品的机制（研究1a和1b，在线进行），后果和局限性（研究2，在实验室中进行）。我们在先前关于产品拟人化的理论和经验研究的基础上，进行了争论，发现与自动化产品相比，与手工产品相比，拟人化被认为与自主产品更加一致。此外，我们证明了拟人化会增加对自主产品的喜好，因为消费者没有使用自主产品的经验。由于拟人化，增加了对自主产品的喜好，从而增加了购买意愿和对自主产品获得的成果的积极评价。讨论了有关自主产品的最佳营销和设计的发现。