People prefer products that have faces on the packaging, especially when they are lonely, according to a study published online this month in the European Journal of Social Psychology.
From University of Oregon:
This finding, published online this month in the European Journal of Social Psychology, is rooted in people’s fundamental need to belong and their desire to form and sustain relationships. When humans lack these social connections, they often attempt to fill the void in other ways, including through their purchasing habits.
“Previous research linked our need for social connection with consumer behavior and judgment, but very little was understood about the role that visuals play in social connection and brand likability,” [Prof. Dr. Ulrich] Orth explained. “Our study builds on prior research by demonstrating that seeing a face in a brand visual increases a consumer’s liking of the brand, especially if they feel lonely.”
To be effective, the face on the label does not need to be as obvious as the one smiling back at [University of Oregon professor Bettina] Cornwell from the bag of potato chips in the hotel gift shop. Consumers often imagine humanlike characteristics in nonhuman visuals, a process also known as anthropomorphism. Orth explains that loneliness can enhance people’s tendency to exhibit this kind of “wishful seeing” and is most apparent in the case of faces.
“A lack of interpersonal relationships motivates people to actively search for sources of connection,” Cornwell said. “Individuals who are lonely are more likely to find faces in visuals because they so greatly desire this social connection.”
Image: Kevin Harber/Flickr
Emma Byrne, a science writer and artificial intelligence researcher, has just published a new book called Swearing is Good for You: The Amazing Science of Bad Language and it sounds fucking great. “If you ask people what they think about swearing, they tend to insist that it diminishes the speaker’s credibility and persuasiveness—-especially if the […]
While the typical answer is 33 beats per minute, musician Adam Neely’s answer morphs into a great primer on the “perceptual present,” a concept widely discussed in both the philosophy of music and of consciousness.
People have a tendency towards “illusory superiority,” that is, they imagine themselves to be better than others. Interestingly, the more incompetent you are, the more superior you feel. It comes down to the fact that people who are bad at something “lack the very expertise needed to recognize how badly they’re doing.” This phenomenon is […]
Python is one of the most popular and versatile programming languages used by developers today, making it an ideal first choice for those looking to kickstart a career in programming. While you could go back to school or sign up for a pricey coding bootcamp, you can learn the essentials of coding with Python at […]
Going back to school isn’t necessarily an option for everyone. Between the time commitments and steep tuition rates, there are obstacles aplenty as far as furthering education is concerned. However, that’s not to say it’s impossible to learn new skills. Excel with Business lets users access thousands of hours of online learning in Microsoft, business, technology, […]
More often than not, you won’t see an accident coming, which means it pays to be proactive and ensure you have the right tools on-hand before you need them. Whether you find yourself in the middle of a power outage or having car trouble at night, you can make sure you’re still capable of navigating […]