Products as Pals: Engaging with Anthropomorphic Products Mitigates the Effects of Social Exclusion

Abstract

Feeling left out has been shown to trigger primal, automatic responses in an attempt to compensate for threats to social belongingness. Such responses typically involve reconnection with other human beings. However, four experiments provide evidence that exposure to or interaction with anthropomorphic consumer products (i.e., products featuring characteristics of being alive through design, interaction, intelligence, responsiveness, and/or personality) can also satisfy (at least partially) social needs, ultimately mitigating previously documented effects of social exclusion. Specifically, interacting with anthropomorphic (vs. nonanthropomorphic) products following social exclusion reduces (1) the need to exaggerate the number of one’s current social connections, (2) the anticipated need to engage with close others in the future, and (3) the willingness to engage in prosocial behavior. These effects are driven by a need for social assurance, rather than positive affect. Moreover, an important boundary condition exists: drawing attention to the fact that an anthropomorphic product is not actually alive (i.e., the product does not provide genuine human interaction) limits its ability to fulfill social needs. Thus, in a time when consumer products are becoming increasingly anthropomorphic in design and function, the results reveal potentially important consequences for human-to-human relationships.

Keywords: Social Exclusion, Anthropomorphism, Compensatory Consumption, Belonging, Prosocial Behavior, Misattribution

JEL Classification: M31, C91