Stupid is as stupid does? The influence of anthropomorphic stupidity on consumers’ product purchase intention

Purpose In social interactions, facial stupidity has been found to be negatively related to communication success. This research aims to examine the positive impact of product anthropomorphic stupidity on consumers’ perceived cuteness and their purchase intentions. Design/methodology/approach Four experiments were conducted to achieve the research objectives. Data were collected using online survey platforms and at a local university. The analysis was performed using SPSS 26.0. Findings The results indicate that a high (vs low) level of product facial stupidity can significantly increase consumers’ purchase intentions by promoting perceived cuteness. Furthermore, the brand relationship norm has a moderating effect. Specifically, under a communal relationship norm, consumers perceive greater cuteness from a product’s facial stupidity, whereas under an exchange relationship norm, the perceived cuteness is reduced. Originality/value To the best of the authors’ knowledge, this research is among the first explorations focusing on the concept of product stupidity, systematically examining the external features and internal mechanisms associated with product facial stupidity. It offers a novel perspective on product anthropomorphism and enriches the existing literature on stupidity. In addition, it provides practical guidelines for companies seeking to leverage anthropomorphic designs in their products.