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:6/25/2016)... ... ... The temporary closing of Bruton Memorial Library on June 21 due to a possible lice ... overlooked aspect of head lice: the parasite’s ability to live away from a human host, ... a necessary one in the event that lice have simply gotten out of control. , ...
(Date:6/25/2016)... (PRWEB) , ... June 25, 2016 , ... ... athletes and non-athletes recover from injury. Recently, he has implemented orthobiologic procedures as ... City area —Johnson is one of the first doctors to perform the treatment. ...
(Date:6/24/2016)... , ... June 24, 2016 , ... Those who have ... these feelings, many turn to unhealthy avenues, such as drug or alcohol abuse, as ... Michigan, has released tools for healthy coping following a traumatic event. , Trauma sufferers ...
(Date:6/24/2016)... (PRWEB) , ... June 24, 2016 , ... Global law ... magazine’s 2016 Legal Elite. The attorneys chosen by their peers for this recognition are ... , Seven Greenberg Traurig Shareholders received special honors as members of this year’s Legal ...
(Date:6/24/2016)... , ... June 24, 2016 , ... People across the ... Genome magazine’s Code Talker Award, an essay contest in which patients and their families ... to be presented at the 2016 National Society of Genetic Counselors (NSGC) Annual Education ...
Breaking Medicine News(10 mins):
(Date:6/24/2016)... -- Research and Markets has announced the addition ... report to their offering. ... The World Market for Companion Diagnostics covers the world ... in the report includes the following: , ... by Region (N. America, EU, ROW), 2015-2020 , World ...
(Date:6/24/2016)... 24, 2016   Pulmatrix, Inc ., (NASDAQ: ... inhaled drugs, announced today that it was added to ... its comprehensive set of U.S. and global equity ... an important milestone for Pulmatrix," said Chief Executive Officer ... of our progress in developing drugs for crucial unmet ...
(Date:6/24/2016)... , June 24, 2016  Arkis BioSciences, a ... invasive and more durable cerebrospinal fluid treatments, today ... The Series-A funding is led by Innova Memphis, ... and other private investors.  Arkis, new financing will ... and the market release of its in-licensed Endexo® ...
Breaking Medicine Technology: