Faculty of Economics and Business Administration Publications Database

Emotional Anthropomorphism: What Kind of Face Sits Well on a Car's Frontal Appearance?

Weber, Bernd
Herrmann, Andreas
Volume: 38
ISSN-Print: 0098-9258
Year: 2011

The present research is aimed at providing insights into the complex nature of product anthropomorphism with respect to gender and emotional expressions of employed faces and shows on the basis of a fMRI study that cars resemble female faces and are best liked when they simultaneously look aggressive and friendly.