Impact of anthropomorphism on consumer emotions and satisfaction in product failure: behavioral and event-related potentials evidence

Product anthropomorphism, a strategy commonly employed in marketing to humanize products and increase consumer engagement, may also have unintended negative consequences when products fail. Building on the expectancy violation theory, this study explores how anthropomorphism influences consumer satisfaction in the context of product failures, with a specific focus on the role of emotions. We conducted an online survey and a laboratory experiment featuring event-related potentials (ERPs). Study 1 offers initial evidence that anthropomorphic products result in lower satisfaction compared to non-anthropomorphic products when failures occur. Study 2 further shows that anthropomorphic features evoke early, automatic emotional processing, which subsequently leads to heightened and prolonged feelings of disappointment. These results emphasize the crucial role emotions play in driving consumer dissatisfaction in response to product failures involving anthropomorphic products. By illuminating the mechanisms underlying these consumer reactions, this research provides valuable insights into how marketers can better manage consumer expectations and minimize the negative effects of anthropomorphism. It offers practical guidance for the design and communication of anthropomorphic products to optimize consumer experience even in failure scenarios.