In the present research, we test the mechanisms (Studies 1a and 1b, conducted online), consequences, and limitations (Study 2, conducted in the lab) of anthropomorphizing autonomous (vs. manual) products. Building on previous theoretical and empirical research on product anthropomorphism, we argue and find that anthropomorphism is perceived to be more congruent with autonomous products than with manual products. Furthermore, we show that anthropomorphism increases the liking of autonomous products, given that consumers have no prior experience with autonomous products. Increased liking of autonomous products due to anthropomorphism, in turn, increases purchase intentions and positive evaluations of outcomes obtained by the autonomous product. The findings are discussed with regard to optimal marketing and design of autonomous products.

在本研究中，我们测试了拟人化自主（与手动）产品的机制（研究 1a 和 1b，在线进行）、后果和局限性（研究 2，在实验室进行）。基于之前对产品拟人化的理论和实证研究，我们认为并发现拟人化被认为与自主产品比与手动产品更一致。此外，我们表明，鉴于消费者之前没有使用过自主产品的经验，拟人化会增加对自主产品的喜爱程度。由于拟人化，人们对自主产品的喜爱度增加，反过来又增加了购买意愿和对自主产品所获得的结果的积极评价。研究结果针对自主产品的最佳营销和设计进行了讨论。