Recently, a group of researchers demonstrated that anthropomorphizing social causes can lead to a greater impact on audiences and even evoke emotional responses.
A study conducted by Pankaj Aggarwal from UTSC and the Rotman School of Management, along with researchers from Wilfred Laurier and Hanyang University (South Korea), showed that putting a human face onto objects resulted in greater support for the advertised cause. In the study, an organic-waste bin was given a “sad” face, to convey its unhappiness about being ignored, and was shown to participants. Compared to participants shown a normal food-waste recycling bin, participants who viewed the sad bin stated they were more likely to recycle their food.
These reactions to anthropomorphized objects are linked to viewers experiencing a feeling of guilt upon viewing a human face in pain and the implication that their ignorance is the cause of the pain. Aggarwal says that the results of the study may allow for an inexpensive way of gaining support for many social causes.
