Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


What goes Well with our Product? Operationalizing Constructs in Anthropomorphism in Simple and Complex Products

Author(s): Gaurav Srivastava and Surjit Kumar Kar

This research on Anthropomorphic forms and features in product communications is a part of the doctoral work of the first author under the guidance of the second author. Anthropomorphism as a psychological construct has been studied and enforced for a long time (Guthrie 1993). However, as an area of experimentation for marketers, it has not yet been given a good standing of detail and reason. A marketer must have asked himself this question "What's the everyday option for our product during our advertising campaigns or communications?"If a marketer wants to attract the attention of patrons with natural traits,What's the right way to go or what's the right combination? This question is critical and needs to be addressed. That's the question that needs an academic explanation. This study is an extract from the thesis study, which is reserved to answering one of these many questions. This study focuses on handing a preparative rubric of natural shapes and characteristics suitable for use in products that have been classified as simple and complex in the literature to date.

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