Abstract
Building on assumptions derived from evolutionary theory, we investigated viewers’ reactions to the design of car fronts (i.e., an automobile’s face), which were designed to be threatening using basic principles of anthropomorphism. Previous research suggests two opposite human reactions when presented with threatening stimuli: Initially, threatening objects attract human attention (e.g., when exploring a scene for the first time), but afterwards, people tend to avoid such threatening stimuli (as they are likely to induce discomfort in the viewer). This proposition is tested within a product design context using eye tracking methodology. Results showed that automotive stimuli not only activate affective dimensions of customers, but also lead to specific automatic reactions that can be explained by evolutionary theory. Practical implications for product design and marketing are discussed.
Similar content being viewed by others
References
Aggarwal P, McGill AL (2007) Is that car smiling at me? Schema congruity as a basis for evaluating anthropomorphized products. J Consumer Res 34:468–479
Armann R, Bülthoff I (2009) Gaze behavior in face comparison: the role of sex, task and symmetry. Atten Percept Psychophys 71:1107–1126
Bloch PH (1995) Seeking the ideal form: product design and consumer response. J Mark 59:16–29
DiSalvo C, Gemperle F (2003) From seduction to fulfillment: the use of anthropomorphic form in design. In: Proceedings of the 2003 International Conference on Designing Pleasurable Products and Interfaces. ACM, New York, pp 67–72
Duchowski AT (2007) Eye tracking methodology Theory and practice, 2nd edn. Springer, London
Ellis HD (1975) Recognizing faces. Br J Psychol 66:409–426
Epley N, Waytz A, Cacioppo JT (2007) On seeing human: a three-factor theory of anthropomorphism. Psychol Rev 114:864–886
Farah MJ, Wilson KD, Drain HM, Tanaka JR (1995) The inverted face: inversion effect in prosopagnosia: evidence for mandatory, face-specific perceptual mechanisms. Vis R 35:2089–2093
Fitzmaurice G, Laird N, Ware J (2004) Applied longitudinal analysis. Wiley, Hoboken
Fox E, Lester V, Russo R, Bowles RJ, Pichler A, Dutton K (2000) Facial expressions of emotion: are angry faces detected more efficiently? Cog Emot 14:61–92
Gazzaniga MS, Ivry RB, Mangun GR (2002) Cognitive neuroscience. The biology of the mind, 2nd edn. WW Norton and Company, New York
Hansen CH, Hansen RD (1988) Finding the face in the crowd: an anger superiority effect. J Pers Soc Psychol 54:917–924
Haxby JV, Hoffman EA, Gobbini MI (2002) Human neural systems for face recognition and social communication. Biol Psychiatry 51:59–67
Horstmann G (2009) Visual search for schematic affective faces: stability and variability of search slopes with different instances. Cog Emot 23:355–379
Kanwisher N, McDermott J, Chun MM (1997) The fusiform face area: a module in human extrastriate cortex specialized for face perception. J Neurosci 17:4302–4311
Landwehr JR, McGill AL, Herrmann A (2010) The emotional car face: The optimal mix of friendly and aggressive design elements. In: Proceedings of the 39th Annual Conference of the European Marketing Academy (EMAC), EMAC, Kopenhagen
Landwehr JR, McGill AL, Herrmann A (2011) It’s got the look: the effect of friendly and aggressive “facial” expressions on product liking and sales. J Mark 75:132–146
Lorenz K (1950) Ganzheit und Teil in der tierischen und menschlichen Gemeinschaft. Studium Generale 3:455–490
Lundqvist D, Esteves F, Öhman A (1999) The face of wrath: critical features for conveying facial threat. Cog Emot 13:691–711
Lundqvist D, Esteves F, Öhman A (2004) The face of wrath: the role of features and configurations in conveying social threat. Cog Emot 18:161–182
Mazur A, Booth A (1998) Testosterone and dominance in men. Behav Brain Sci 21:353–363
Miesler L, Landwehr JR, Herrmann A, McGill AL (2010) Consumer and product face-to-face: antecedents and consequences of spontaneous face-schema activation. Adv Consum Res 37:536–537
Miesler L, Leder H, Herrmann A (2011) Isn’t it cute? An evolutionary perspective of baby-schema effects in visual product designs. Int J Design 5:17–30
Morris JS, Öhman A, Dolan RJ (1998) Conscious and unconscious emotional learning in the human amygdala. Nature 393:467–470
Moscovitch M, Winocur G, Behrmann M (1997) What is special about face recognition? Nineteen experiments on a person with visual object agnosia and dyslexia but normal face recognition. J Cog Neurosci 9:555–604
Öhman A, Dimberg U (1978) Facial expressions as conditioned stimuli for electrodermal responses: a case of “preparedness”? J Pers Soc Psychol 36:1251–1258
Öhman A, Lundqvist D, Esteves F (2001) The face in the crowd revisited: a threat advantage with schematic stimuli. J Pers Soc Psychol 80:381–396
Pinheiro J, Bates D, DebRoy S, Sarkar D, The R Core Team (2008) nlme: linear and nonlinear mixed effects models. (Version 3.1-97)
Purucker C (2012) When do mouths matter? A cross-cultural assessment of consumers’ preferences towards anthropomorphic car fronts. In: Proceedings of the 41st Annual Conference of the European Marketing Academy (EMAC), EMAC, Lisbon
Rinck M, Becker ES (2006) Spider fearful individuals attend to threat, then quickly avoid it: evidence from eye movements. J Abnorm Psychol 115:231–238
Rousselet GA, Mace MJM, Fabre-Thorpe M (2003) Is it an animal? Is it a human face? Fast processing in upright and inverted natural scenes. J Vis 3:440–455
Russell JA (1980) A circumplex model of affect. J Pers Soc Psychol 39:1161–1178
Seligman ME (1970) On the generality of laws of learning. Psychol Rev 77:406–418
Terburg D, Hooiveld N, Aarts H, Kenemans JL, van Honk J (2011) Eye tracking unconscious face-to-face confrontations. Psychol Sci 22:314–319
Thompson P (1980) Margaret thatcher: a new illusion. Perception 9:483–484
Tinbergen N (1951) The study of instinct. Clarendon Press, Oxford
Waytz A, Cacioppo JT, Epley N (2010) Who sees human? The stability and importance of individual differences in anthropomorphism. Perspect Psychol Sci 5:219–232
Windhager S, Slice DE, Schaefer K, Oberzaucher E, Thorstensen T, Grammer K (2008) Face to face. The perception of automotive designs. Hum Nat 19:331–346
Windhager S, Hutzler F, Carbon CC, Oberzaucher E, Schaefer K, Thorstensen T, Grammer K (2010) Laying eyes on headlights: eye movements suggest facial features in cars. Coll Antropologicum 34:1075–1080
Winkielman P, Berridge KC, Wilbarger JL (2005) Unconscious affective reactions to masked happy versus angry faces influence consumption behavior and judgments of value. Pers Soc Psychol Bull 31:121–135
Author information
Authors and Affiliations
Corresponding author
Rights and permissions
About this article
Cite this article
Purucker, C., Sprott, D.E. & Herrmann, A. Consumer response to car fronts: eliciting biological preparedness with product design. Rev Manag Sci 8, 523–540 (2014). https://doi.org/10.1007/s11846-013-0116-2
Received:
Accepted:
Published:
Issue Date:
DOI: https://doi.org/10.1007/s11846-013-0116-2