The effect of anthropomorphic products on switching behaviors caused by social exclusion

This research addresses whether anthropomorphic products help reduce customer switching behavior caused by social exclusion. It examines the psychological mechanisms underlying feelings of control and belonging in consumer perception. An online between-subjects experiment was conducted among 400 participants recruited from a Japanese online consumer panel. Social exclusion was manipulated using a Cyberball task, and product anthropomorphism was operationalized through visual and verbal cues embedded in the product. Data were analyzed using SmartPLS 4.0. The results suggest that social exclusion significantly diminishes the sense of belonging and sense of control, leading to compensatory product switching. However, the effect of product anthropomorphism on switching was not explained by emotional comfort, suggesting that anthropomorphism does not operate through compensatory psychological relief. Instead, product anthropomorphism directly reduced switching behavior induced by social exclusion. Furthermore, the tendency to switch was lower for more expensive products, likely because they are associated with greater value and stability. This experimental study provides novel insights into how firms can prevent socially excluded customers from switching by integrating anthropomorphic product design with pricing strategies.