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:5/26/2016)... (PRWEB) , ... May 26, 2016 , ... On Memorial ... and women who lost their lives in military battle for the country. The ... in 2015 to provide more programs that empower independence for disabled military veterans, as ...
(Date:5/26/2016)... ... May 26, 2016 , ... ... solutions for drugs, biologics, consumer health and global clinical supply services, today announced ... to support the company’s continued investment and strategic growth plans in the Asia ...
(Date:5/26/2016)... ... May 26, 2016 , ... ... supply chain solutions, today announced the organization has earned its ISO 13485 certification, ... and is compliant with all rules and policies associated with ISO quality standard ...
(Date:5/26/2016)... ... May 26, 2016 , ... ... and chief medical officer of Blue Horizon International (BHI), Brian Mehling, M.D., spoke ... was held during May 5-6, 2016 in Chicago, IL, USA. Dr. Mehling’s presentation ...
(Date:5/26/2016)... ... May 26, 2016 , ... ... has added National Cancer Institute-designated University of Virginia (UVA) Cancer Center ... partnership, OncLive’s editorial and marketing teams will publicize and promote public awareness of ...
Breaking Medicine News(10 mins):
(Date:5/25/2016)... May 25, 2016 Digital Health Dialog, ... it by the US Patent and Trademark Office ... includes proprietary processes for electronic opt-­in and processing ... wellness programs, HIPAA compliance and otherwise. ... "Our technology allows for individuals ...
(Date:5/24/2016)... , May 24, 2016 Cirujanos ... para ayudar a los médicos a compartir sus mejores ... a escala mundial. Profesionales médicos de Europa, África, ... han apuntado a la aplicación, que combina la transmisión ... entorno totalmente seguro. Educación   "Imagine ...
(Date:5/24/2016)... May 24, 2016  NxStage Medical, Inc. (Nasdaq: ... on advancing renal care, today announced that Jeffrey ... in the following schedule of investor conferences. Where applicable, ... at http://ir.nxstage.com/ .   ... Conference NY, NY           Friday, June 10, 2016 1:30 ...
Breaking Medicine Technology: