Extending the body shape literature to the field of product design and marketing, this research explores how anthropomorphic products' humanlike body shapes influence consumer evaluation and purchase intention (PI). Findings in Studies 1-2 indicate that a chubby product shape is more likely to trigger perceptions of Agreeableness, whereas a thin humanized shape is more likely to trigger perceptions of Conscientiousness. Moreover, product attitudes are more favorable and PI is higher when products' internal attributes (i.e., warmth and competence) match product humanized body shapes (i.e., chubby shape-warmth attribute or thin shape-competence attribute) than when shapes and product attributes mismatch (Studies 3-5). The effect of such body-shape-product-attribute congruity is mediated via perceptions of Agreeableness and Conscientiousness (Studies 3-5), and generalizable to marketing scenarios involving buyers/users' various occupations and different personality traits (Studies 6-7). (PsycInfo Database Record (c) 2023 APA, all rights reserved).

中文翻译：

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胖还是瘦？调查产品主体形状与内部温暖/能力之间的（不）一致性。

本研究将体型文献扩展到产品设计和营销领域，探讨拟人化产品的人形体型如何影响消费者评价和购买意愿 (PI)。研究 1-2 的结果表明，胖乎乎的产品形状更有可能引发宜人性的感知，而纤细的人性化形状更有可能引发尽责性的感知。此外，当产品的内部属性（即温暖和能力）与产品人性化的身体形状（即胖乎乎的形状-温暖属性或苗条形状-能力属性）相匹配时，产品态度更有利，PI 更高。 （研究 3-5）。这种体型-产品-属性一致性的影响是通过宜人性和责任感的感知来调节的（研究 3-5），并且可以推广到涉及购买者/用户的各种职业和不同性格特征的营销场景（研究 6-7）。（PsycInfo 数据库记录 (c) 2023 APA，保留所有权利）。