Navigation Links
Why do risks with human characteristics make powerful consumers feel lucky?
Date:12/22/2010

People who feel powerful are more likely to believe they can beat cancer if it's described in human terms, according to new study in the Journal of Consumer Research.

The study looks at anthropomorphism, or the tendency to attribute humanlike characteristics, intentions, and behavior to nonhuman objects. "The present research shows important downstream consequences of anthropomorphism that go beyond simple liking of products with humanlike physical features," write authors Sara Kim and Ann L. McGill (both University of Chicago).

Previous consumer research has already demonstrated that consumers tend to like objects that they perceive to possess human characteristics. The authors take this further to investigate the effect of anthropomorphism on risk perception. "We examine people's assessment of the risks associated with a gambling machine and a disease and how these risk perceptions may vary depending on whether these risk-bearing entities are anthropomorphized or not," the authors write.

In their first study, the researchers found that participants who had recently recalled an incident where they felt powerful perceived lower risk toward a slot machine game and were more likely to play it when the machine had a humanlike face. In contrast, people who felt powerless felt greater risk in the game and were less willing to play it when the machine resembled a human.

In their next study, the authors found that people who felt powerful felt they could better control skin cancer when it was described as if it had humanlike evil intentions to hurt people. And people who felt less powerful believed they had little control over the disease when it was described in human terms; therefore they perceived greater risk.

In a final experiment, the authors reversed the situation to try to determine whether risk perceptions would affect people's tendency to anthropomorphize depending on their feelings of power. "We show that participants with low power were more likely to anthropomorphize the slot machine after losing the game, whereas those with high power were more likely to anthropomorphize after winning the game," the authors conclude.


'/>"/>

Contact: Mary-Ann Twist
JCR@bus.wisc.edu
608-255-5582
University of Chicago Press Journals
Source:Eurekalert

Related medicine news :

1. Study carried out into biological risks of eating reptiles
2. Repeated Weight-Loss Surgery Carries Added Risks
3. WHI data confirm short-term heart disease risks of combination menopausal hormone therapy
4. Early On, Hormone Therapy May Raise Womens Heart Risks
5. Dolphins May Warn of Health Risks in Humans
6. Genetic health risks in children of assisted reproductive technology
7. Morgan & Morgan's Personal Injury Attorneys Provide Information About Yaz, Yasmin, and Ocella Injuries and Potential Health Risks
8. Canadian researchers study mass gatherings and risks of infectious disease threats
9. Toyota Recalls Raise Awareness of Vehicle Safety Issues, Risks of Accidents from Driving Defective Automobiles
10. Avoiding Dairy Due to Lactose Intolerance is Unnecessary in Most Cases and May Pose Diet and Health Risks, Concludes National Institutes of Health Consensus Development Conference Panel
11. For Some on Dialysis, Anemia Drugs Pose Risks
Post Your Comments:
*Name:
*Comment:
*Email:
(Date:3/29/2017)... CT (PRWEB) , ... March 29, 2017 , ... HealthCareMandA.com ... —on Thursday, April 20, 2017, at 1:00 PM ET. A recording of the webinar ... the Interactive Webinar Series. , Home health and hospice companies are still popular targets ...
(Date:3/29/2017)... ... 2017 , ... Immunotherapy has emerged as one of the most promising options ... be the next revolution in our fight against this complex disease. One of the ... checkpoint inhibitors such as PD-1 and PD-L1 inhibitors. , While a few single analyte ...
(Date:3/29/2017)... ... March 29, 2017 , ... ... Pittsburgh now have easier access to the robotic-assisted total-hip and partial-knee replacement ... (AHN). Orthopaedic surgeons at Forbes Hospital and Jefferson Hospital recently started performing ...
(Date:3/29/2017)... PA (PRWEB) , ... March 29, 2017 , ... The ... W’80, WG’81, and Julie Taffet Moelis, W’81, have made a $10 million gift to ... deferred admission opportunity that will provide a pathway to a Wharton MBA for highly-qualified ...
(Date:3/29/2017)... ... ... has helped over 1.5 million SharePoint users learn the content management system faster and ... for SharePoint was at the farm level. Enterprises using SharePoint Online in Office 365 ... recently released a modified version of the Help System, VisualSP for Site Collections, which ...
Breaking Medicine News(10 mins):
(Date:3/29/2017)... -- According to a new market research report "Medical Radiation ... Survey Meter, Solid-State), Products (Personal Dosimeters, OSL, Badges), Safety (Apron, Shields, Face ... market is expected to reach USD 1,215.4 Million by 2021 from USD ... 2021. Continue Reading ... ...
(Date:3/29/2017)... 29, 2017  The Pharmaceutical Care Management Association (PCMA) ... report on patient out-of-pocket spending: ... Services (CMS), the average amount spent out-of-pocket for drugs ... spending in 2016, down from 23% in 2006. ... not a coverage problem. Health plans don,t have unlimited ...
(Date:3/29/2017)... 29, 2017  Spiral Therapeutics, Inc. today announced ... Farma, S.L. for the worldwide exclusive rights to ... the field of otolaryngology for aggregate payments of ... The agreement provides Spiral with the option to ... product profile. Under the terms of the agreement, ...
Breaking Medicine Technology: