Using the influence of human-as-machine representation for self-improvement products

Abstract

With the continuous growth surrounding technology advancements, evaluating ways to utilize this tool to its best abilities is important. This research focuses on using machine-like representations in marketing, expanding on the existing theories of anthropomorphism and dehumanization. Portraying specific body parts as machines can effectively stimulate consumers' motivation to enhance the corresponding capabilities, thereby improving their preference for self-improvement products. Three dimensions of human-as-machine representation are explored: the human brain, heart and arms, experimentally demonstrating that they help consumers identify areas of inadequacy and boost self-improvement motives, especially when self-control is low. Across four studies, study 1 examines the main effects of human-as-machine representation on consumers’ preference for self-improvement products. Study 2 tests the mechanism of self-improvement motives for abilities. Study 3 examines the interaction effect of human-as-machine representation and level of self-control (high vs. low) on consumers’ self-improvement motives for skills and preference for self-improvement products. A final qualitative study was conducted to reveal nuanced distinctions in participants' perspectives on human-as-machine representations, comparing findings across the previous three studies, and identifying opportunities and challenges. Ultimately, the findings suggest that portraying precise body parts as machines enhances the desire to improve the corresponding skills, resulting in a better preference for self-improvement products.