Academic literature on the topic 'Anthropomorphism'

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Journal articles on the topic "Anthropomorphism"

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Seeger, Anna-Maria, Jella Pfeiffer, and Armin Heinzl. "Texting with Humanlike Conversational Agents: Designing for Anthropomorphism." Journal of the Association for Information Systems 22, no. 4 (2021): 931–67. http://dx.doi.org/10.17705/1jais.00685.

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Conversational agents (CAs) are natural language user interfaces that emulate human-to-human communication. Because of this emulation, research on CAs is inseparably linked to questions about anthropomorphism—the attribution of human qualities, including consciousness, intentions, and emotions, to nonhuman agents. Past research has demonstrated that anthropomorphism affects human perception and behavior in human-computer interactions by, for example, increasing trust and connectedness or stimulating social response behaviors. Based on the psychological theory of anthropomorphism and related research on computer interface design, we develop a theoretical framework for designing anthropomorphic CAs. We identify three groups of factors that stimulate anthropomorphism: technology design-related factors, task-related factors, and individual factors. Our findings from an online experiment support the derived framework but also reveal novel yet counterintuitive insights. In particular, we demonstrate that not all combinations of anthropomorphic technology design cues increase perceived anthropomorphism. For example, we find that using only nonverbal cues harms anthropomorphism; however, this effect becomes positive when nonverbal cues are complemented with verbal or human identity cues. We also find that CAs’ disposition to complete computerlike versus humanlike tasks and individuals’ disposition to anthropomorphize greatly affect perceived anthropomorphism. This work advances our understanding of anthropomorphism and contextualizes the theory of anthropomorphism within the IS discipline. We advise on the directions that research and practice should take to find the sweet spot for anthropomorphic CA design.
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Chen, Yanlu, and Mingjing Yuan. "The Application of Anthropomorphism in the Illustration Design of "Gu Nian Meng Yu”." Highlights in Art and Design 3, no. 1 (May 31, 2023): 33–36. http://dx.doi.org/10.54097/hiaad.v3i1.9165.

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The key to the application of anthropomorphism in illustration design is not to directly copy or completely detach from the prototype, but to organically use these design elements and transform them into anthropomorphic images to better express the author's emotions and present a more meaningful and resonant visual image, so that people can feel a correlation between the anthropomorphic object and our human principle. One of the most important points is that when using anthropomorphism, we need to find the right connection between anthropomorphic objects and people. If there is no connection between anthropomorphic objects and people, then it is impossible to anthropomorphize them.
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Agrawal, Shivani, Naval Bajpai, and Utkal Khandelwal. "Recapitulation of brand anthropomorphism: An innovating marketing strategy." Marketing Review 20, no. 1 (August 31, 2020): 143–56. http://dx.doi.org/10.1362/146934720x15929907504139.

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The aim of this paper is to explain anthropomorphic marketing by illustrating the factors associated with the sociality motivation , effectance motivation, and elicited agent knowledge model (SEEK). This model was designed to explain anthropomorphic tendencies of a brand, as we do not know much about why people view non-human entities as human-like. In addition, this paper also focuses on how anthropomorphic representation strategies are used by marketers in the present scenario to build strong consumer-brand relationships and how these anthropomorphic marketing strategies affect the consumer-brand evaluation process. This paper examines the anthropomorphism of the brand by examining in depth the factors related to the SEEK model and explaining the anthropomorphic patterns of the market. It shows how consumers or advertisers view, imagine, interpret and exploit a non-human entity. Consumers can evaluate an anthropomorphic marketing strategy either positively or negatively. Therefore, marketers should use this tendency to anthropomorphise any brand or a product carefully. This literature review has important implications and it provides direction for researchers, as well as advanced investigation of brand anthropomorphism.
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Chin, Matthew G., Ryan E. Yordon, Bryan R. Clark, Tatiana Ballion, Michael J. Dolezal, Randall Shumaker, and Neal Finkelstein. "Developing and Anthropomorphic Tendencies Scale." Proceedings of the Human Factors and Ergonomics Society Annual Meeting 49, no. 13 (September 2005): 1266–68. http://dx.doi.org/10.1177/154193120504901311.

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A 208-item scale was developed to measure self-reported anthropomorphic tendencies during interactions with various non-human entities. The potential targets of anthropomorphism included technology-laden machines such as computers, other objects such as backpacks, living things such as houseplants, and abstract entities such as a god or higher power. Scale items assessed the degree to which participants agreed with statements regarding the perceived attributes of the entities, speech directed toward the entities and the treatment of the entities. A factor analysis suggested that the scale measures four independent types of anthropomorphism: “extreme” anthropomorphic tendencies, anthropomorphism of a god or higher power, anthropomorphism of pets, and “negative” anthropomorphism. Further analyses indicated that anthropomorphic tendencies were self-reported when pertaining to pets and a god or higher power. However, participants tended not to self-report inappropriate “negativeâ” anthropomorphism toward computers, cars, microwaves, etc. These disparate findings appear to be due to social desirability of anthropomorphism.
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Caruana, Nathan, Rebekah C. White, and Anna Remington. "Autistic traits and loneliness in autism are associated with increased tendencies to anthropomorphise." Quarterly Journal of Experimental Psychology 74, no. 7 (March 27, 2021): 1295–304. http://dx.doi.org/10.1177/17470218211005694.

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Anthropomorphism—the attribution of human qualities to non-human objects—is believed to be a natural tendency which may serve several adaptive functions. One possibility is that anthropomorphism provides an egocentric heuristic by which we can understand the world. It may also be a strategy for reducing our subjective sense of loneliness. However, not all humans exhibit the same propensity to anthropomorphise. Recent findings suggest that autistic individuals may be more likely to anthropomorphise than non-autistic individuals. In Study 1, we conducted a large-scale survey of autistic traits and dispositional anthropomorphism in the general population ( n = 870). We found that individuals who reported having more autistic traits had an increased dispositional tendency to anthropomorphise non-human entities. In Study 2, we more closely examined variation in anthropomorphism tendencies in a sample of autistic adults ( n = 90) to better understand what might drive increased anthropomorphism in this population. We found that those with greater anthropomorphism tendencies experienced greater levels of self-reported loneliness. We propose that increased anthropomorphism might reflect reduced opportunities for social connection for autistic people and those with more autistic traits.
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Li, Ying, Yanfei Zhu, Guanqun Zhang, Junliang Zhou, Jinlai Liu, Zhuoxin Li, and Boqian He. "The Effects of Anthropomorphism, Message Framing, and Voice Type on Unhealthy Sleep Behavior in Young Users: The Mediating Role of Risk Perception." International Journal of Environmental Research and Public Health 19, no. 15 (August 4, 2022): 9570. http://dx.doi.org/10.3390/ijerph19159570.

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Insufficient sleep is a severe social public health problem that can adversely affect the physical and mental health of young people. This study examined risk perceptions for unhealthy sleep behaviors and intentions for healthy sleep behaviors under different combinations of anthropomorphism, message framing, and voice type in cartoons. We used a three-factor between-subject experiment of two (anthropomorphism: anthropomorphic vs. non-anthropomorphic) × two (message framing: positive frame vs. negative frame) × two (voice type: cartoon child voice vs. adult female voice) design. We examined the effects of different audiovisual combinations of cartoon attitude, risk perception, and behavioral intention and the mediating role of risk perception. The research results show that (1) the integration of anthropomorphic design elements can positively impact users’ attitudes toward cartoons; (2) when the interface information is presented in a negative frame, anthropomorphism can more positively influence users’ attitudes toward cartoons than non-anthropomorphism; and (3) anthropomorphism, message framing, and voice type in cartoons significantly interact with risk perception. In addition, risk perception mediates the influence of anthropomorphism, message framing, and voice type on behavioral intention.
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Li, Qingchuan, Yan Luximon, and Jiaxin Zhang. "The Influence of Anthropomorphic Cues on Patients’ Perceived Anthropomorphism, Social Presence, Trust Building, and Acceptance of Health Care Conversational Agents: Within-Subject Web-Based Experiment." Journal of Medical Internet Research 25 (August 10, 2023): e44479. http://dx.doi.org/10.2196/44479.

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Background The last decade has witnessed the rapid development of health care conversational agents (CAs); however, there are still great challenges in making health care CAs trustworthy and acceptable to patients. Objective Focusing on intelligent guidance CAs, a type of health care CA for web-based patient triage, this study aims to investigate how anthropomorphic cues influence patients’ perceived anthropomorphism and social presence of such CAs and evaluate how these perceptions facilitate their trust-building process and acceptance behavior. Methods To test the research hypotheses, the video vignette methodology was used to evaluate patients’ perceptions and acceptance of various intelligent guidance CAs. The anthropomorphic cues of CAs were manipulated in a 3×2 within-subject factorial experiment with 103 participants, with the factors of agent appearance (high, medium, and low anthropomorphic levels) and verbal cues (humanlike and machine-like verbal cues) as the within-subject variables. Results The 2-way repeated measures ANOVA analysis indicated that the higher anthropomorphic level of agent appearance significantly increased mindful anthropomorphism (high level>medium level: 4.57 vs 4.27; P=.01; high level>low level: 4.57 vs 4.04; P<.001; medium level>low level: 4.27 vs 4.04; P=.04), mindless anthropomorphism (high level>medium level: 5.39 vs 5.01; P<.001; high level>low level: 5.39 vs 4.85; P<.001), and social presence (high level>medium level: 5.19 vs 4.83; P<.001; high level>low level: 5.19 vs 4.72; P<.001), and the higher anthropomorphic level of verbal cues significantly increased mindful anthropomorphism (4.83 vs 3.76; P<.001), mindless anthropomorphism (5.60 vs 4.57; P<.001), and social presence (5.41 vs 4.41; P<.001). Meanwhile, a significant interaction between agent appearance and verbal cues (.004) was revealed. Second, the partial least squares results indicated that privacy concerns were negatively influenced by social presence (β=−.375; t312=4.494) and mindful anthropomorphism (β=−.112; t312=1.970). Privacy concerns (β=−.273; t312=9.558), social presence (β=.265; t312=4.314), and mindless anthropomorphism (β=.405; t312=7.145) predicted the trust in CAs, which further promoted the intention to disclose information (β=.675; t312=21.163), the intention to continuously use CAs (β=.190; t312=4.874), and satisfaction (β=.818; t312=46.783). Conclusions The findings show that a high anthropomorphic level of agent appearance and verbal cues could improve the perceptions of mindful anthropomorphism and mindless anthropomorphism as well as social presence. Furthermore, mindless anthropomorphism and social presence significantly promoted patients’ trust in CAs, and mindful anthropomorphism and social presence decreased privacy concerns. It is also worth noting that trust was an important antecedent and determinant of patients’ acceptance of CAs, including their satisfaction, intention to disclose information, and intention to continuously use CAs.
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Nowak, Kristine L., and Frank Biocca. "The Effect of the Agency and Anthropomorphism on Users' Sense of Telepresence, Copresence, and Social Presence in Virtual Environments." Presence: Teleoperators and Virtual Environments 12, no. 5 (October 2003): 481–94. http://dx.doi.org/10.1162/105474603322761289.

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We report on an experiment that examined the influence of anthropomorphism and perceived agency on presence, copresence, and social presence in a virtual environment. The experiment varied the level of anthropomorphism of the image of interactants: high anthropomorphism, low anthropomorphism, or no image. Perceived agency was manipulated by telling the participants that the image was either an avatar controlled by a human, or an agent controlled by a computer. The results support the prediction that people respond socially to both human and computer-controlled entities, and that the existence of a virtual image increases tele-presence. Participants interacting with the less-anthropomorphic image reported more copresence and social presence than those interacting with partners represented by either no image at all or by a highly anthropomorphic image of the other, indicating that the more anthropomorphic images set up higher expectations that lead to reduced presence when these expectations were not met.
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Triantos, Alexandros, Emmanuella Plakoyiannaki, Evaggelia Outra, and Nikolaos Petridis. "Anthropomorphic packaging: is there life on “Mars”?" European Journal of Marketing 50, no. 1/2 (February 8, 2016): 260–75. http://dx.doi.org/10.1108/ejm-12-2012-0692.

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Purpose – Anthropomorphism is the innate human tendency to attribute human or human-like characteristics to non-human entities or objects. Even though it is widely used by marketing practitioners, there is a scarcity of academic research that systematically attempts to capture this phenomenon. The aim of the current study is to investigate anthropomorphism in product packages of the 2010 Nielsen’s Top 100 grocery brands in the UK. Design/methodology/approach – This study uses a mixed-method design combining quantitative content analysis and correspondence analysis. The former methodology allowed for documentation of anthropomorphic package elements, whereas the latter facilitated the study of structural relationships between anthropomorphic cues and product-related attributes such as type, category and target market. Findings – The findings reveal that anthropomorphism is widely used in the packaging of grocery brands in the sample investigated. Moreover, the evidence shows that there appears to be an association between anthropomorphism and product-related attributes. Research limitations/implications – The current study contributes to both theory and practice. It illuminates the under-investigated interface of anthropomorphism and marketing by capturing anthropomorphic elements appearing in product packaging. The combination of anthropomorphic package elements and product-related attributes may assist managers in designing their packages to provide unique product experiences. Originality/value – This study serves as a roadmap for both academics and practitioners wishing to engage in a fruitful dialogue on the emerging area of anthropomorphic marketing.
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Delgado-Ballester, Elena, Mariola Palazón, and Jenny Peláez. "Anthropomorphized vs objectified brands: which brand version is more loved?" European Journal of Management and Business Economics 29, no. 2 (November 14, 2019): 150–65. http://dx.doi.org/10.1108/ejmbe-04-2019-0063.

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Purpose The purpose of this paper is to deal with the role of the human metaphor (anthropomorphism) and consumers’ liking for the humanized version of the brand as antecedents of three key components of brand love: self-brand integration, positive emotional connection and feelings of anticipated separation distress. Design/methodology/approach A sample of 399 consumers provided information about a brand from a stated list of 16 brands of clothing. Findings Both anthropomorphism and consumers’ liking for the humanized brand have positive effects on specific components of brand love. The results confirm that brand anthropomorphism is only desirable when the humanized version of the brand is attractive for consumers. Research limitations/implications A potential shortcoming is the qualitative technique employed to observe anthropomorphic thought. Collecting ratings of anthropomorphic and non-anthropomorphic traits could be viewed as a method more easily applied in market research surveys. Practical implications Managers have to control how consumers imagine the brand as a human entity because it affects brand love. For example, by tracking consumers’ opinions and traits of those people associated with the brand and brand user stereotypes can condition consumers’ imagination of the humanized brand. Originality/value Compared to the limited number of studies about the relationship between anthropomorphism and brand love, this study focuses on the effects of anthropomorphism as a process, and not as a personal trait, on brand love. It also relies on consumers’ imagination instead of brand personification strategies to stimulate anthropomorphism.
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Dissertations / Theses on the topic "Anthropomorphism"

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Carruthers, Samantha Palita. "Anthropomorphism Is Not Always A Marketing Panacea: How Anthropomorphism Shapes Product Durability Perception." Thesis, The University of Sydney Business School, Discipline of Marketing, 2023. https://hdl.handle.net/2123/29944.

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This research examined anthropomorphism as a marketing tool in the new paradigms of green and online merchandising. Two experiments tested how product anthropomorphism affects consumers' product durability perception. Study 1 demonstrated that anthropomorphic design had a significant effect on reducing a product’s durability perception due to its greater perceived performance risk. Importantly, this research reveals an important boundary condition for the negative effect of anthropomorphism on perceived durability and performance risk. Study 2 demonstrated the moderating role of consumers' green consumption attitudes, where individuals with lower green consumption attitudes perceiving anthropomorphised products to have greater perceived performance risk and lesser durability than non-anthropomorphised products. These studies produced clear and significant outcomes that can be utilised in both theoretical and managerial implications. Therefore, although most extant research has shown that anthropomorphism enhances consumers' perceptions of a product, the current research demonstrates that anthropomorphising a product or its promotion can become a detrimental marketing strategy when aiming to project durability.
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HARRIS, BROOKE PRESTON. "UNION OF MIND AND BODY: A PHILOSOPHICAL APPROACH TO AUGMENT THE HUMAN SPATIAL EXPERIENCE." University of Cincinnati / OhioLINK, 2003. http://rave.ohiolink.edu/etdc/view?acc_num=ucin1053447001.

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Molloy, Claire. "Discourses of anthropomorphism." Thesis, Liverpool John Moores University, 2006. http://researchonline.ljmu.ac.uk/5858/.

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Pearl, Alexander James. "Breakdown : mechanical dysfunction and anthropomorphism." Thesis, Manchester Metropolitan University, 2018. http://e-space.mmu.ac.uk/622002/.

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Breakdown: Mechanical Dysfunction and Anthropomorphism is a practice-led research project examining the role of mechanical breakdown in the anthropomorphic process. Current theoretical approaches to mechanical breakdown identify it as a homogenous, revelatory event "a sort of breach opened up by objects." (Baudrillard, 2004: 62). Breakdown challenges this stereotyping and seeks to examine the range of gesture and affect that differing forms of mechanical breakdown exhibit. In doing so it also develops Sherry Turkle's notion of anthropomorphism as a connective rather than ascriptive process (2005: 351) in the light of Karen Barad's "performative account of material bodies" (2007: 139). Leading this research is Breakdown, the making, remaking, exhibition and reexhibition of 36 breaking-machines. These breaking-machines; simple mechanical devices made from reconfigured found materials; approach breakdown and fail during their exhibition. They are then repaired or reconfigured by the artist 'live' while still on show. Throughout the research this role of the artist as repairman became a key method. The continual recombination of human and machine responding to the call of breakdown allowed for a more detailed understanding of the gestures of mechanical breakdown. This performative relationship considers the posthuman decentring of the Vitruvian man in the writing of Rosi Braidotti (2013: 2) and Karen Barad's agential realism (Barad, 2007: 44) both of which insist that the human, rather than bounded and individual, be considered as part of a dispersed network of interacting parts. The thesis begins by investigating the performative relationship of Breakdown in detail. It describes a machine-human body that is materialised fleetingly by mechanical dysfunction. Through an intimate relationship with one machine, it then goes on to identify a typology of breakdown: seize, play, burnout and cutting loose, concluding that each emits differing expanding and contracting forces around which bodies disperse and coalesce. Finally, employing the flicker of a thaumatrope and the making of the science fiction film robot, the thesis posits that anthropomorphism is an integral element in the dissipation and reformation of human-machine bodies.
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Tahiroglu, Deniz, and Deniz Tahiroglu. "Development and Correlates of Anthropomorphism." Thesis, University of Oregon, 2012. http://hdl.handle.net/1794/12535.

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One of the most heavily researched topics of cognitive development concerns children's growing understanding of people's behaviors as reflecting mental states such as beliefs, desires and intentions. Anthropomorphism is the overextension of this conceptual framework, referred to as "theory of mind", to nonhuman animals and inanimate objects. In this dissertation, I investigate the development and correlates of anthropomorphism building on and extending past research with children and adults. In Study 1, I investigated the relation between anthropomorphism, social understanding, and social behaviors that are known to correlate with theory of mind, such as empathy, and prosocial attitudes in a college sample (N = 919). Contrary to my predictions, results showed that anthropomorphism is only weakly related to the measures of social understanding. There was, however, some evidence for a link between anthropomorphism and imaginary companions; individuals who had a history of imaginary companions scored higher on anthropomorphism. In Study 2, I examined the link between theory of mind and anthropomorphism in preschool children. In addition, I investigated the developmental trajectory of anthropomorphism from age 4 to 6 and the relation between anthropomorphism and role play and social preferences. Seventy-four children (36 girls; Mage = 5 years, 5 months; SD = 9 months) took part in this study. In order to assess anthropomorphism in this age group, I used two methods: interview and movie narrative measures. Results revealed no age-related changes in anthropomorphism scores of the children. As in Study 1, I did not find a strong relationship between the theory of mind measures and anthropomorphism. There was, however, more evidence for a link between the interview measure of anthropomorphism and role play, and social preferences of children. Overall, in both studies, theory of mind, the most obvious candidate as a correlate of anthropomorphism, was, at best, not a strong predictor of the anthropomorphism, suggesting the need to rethink how developing knowledge about people is related to the overextension of this knowledge to nonhuman entities. It is possible that a rudimentary understanding of humans is necessary to be able to overextend it, but whether you overextend it might be linked to other factors.
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Letheren, Kate R. "The importance of individual difference : examining anthropomorphic tendency and consumer responses to spokes-characters." Thesis, Queensland University of Technology, 2014. https://eprints.qut.edu.au/74727/24/74727.pdf.

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This thesis comprised a series of online experiments to examine the influence of an individual's level of anthropomorphic tendency on responses to spokes-characters. It finds that an individual's level of anthropomorphic tendency does influence their responses to some types of spokes-characters. Further, those with high anthropomorphic tendency tend towards being younger and more creative in their thinking. This research contributes to anthropomorphic tendency theory; specifically it addresses how this tendency operates in a marketing context and thereby aids practitioners seeking to utilise such characters in achieving positive business outcomes.
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Wang, Wenhuan. "Social Disposition and Anthropomorphism of Smartphones." Thesis, University of Oregon, 2015. http://hdl.handle.net/1794/19285.

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Smartphones are the most personalized and in the meantime the most anthropomorphized computing and communication technology in our society. Existing studies, especially Computers as Social Actors studies, on anthropomorphism and social interactions focus on how to implement and elicit positive anthropomorphic effects but fail to address the motivations and dispositional factors. Through an online survey that incorporates well-tested social psychological scales, this study provides empirical evidences that smartphone users’ social dispositions including chronic loneliness, attachment style, and cultural orientations are associated with their acceptance and awareness of anthropomorphism. Findings in this study suggest that existing studies are limited to method of choice and overlooked how people adapt to communication technologies differently in real life settings. Anthropomorphic design in communication technology and anthropomorphized message in advertising strategies need further examination when targeting a diversified or specified demographic.
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Drake, Scott, and n/a. "A well-composed body: anthropomorphism in architecture." University of Canberra. Design & Architecture, 2003. http://erl.canberra.edu.au./public/adt-AUC20060713.101839.

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Since the writings of Vitruvius in the first century AD, the use of the human body as a metaphorical and symbolic referent has provided what is perhaps the most prolific trope for architectural theory. The image of �Vitruvian Man,� with limbs outstretched to touch the circle drawn from its navel, took on particular significance during the Renaissance, as architects such as Alberti, Filarete, di Giorgio, Colonna, and Serlio published their own interpretations of Vitruvius� Ten Books. For these writers, the body, as microcosm, was the best available means for representing the order of the cosmos, the world as a whole. Yet just as the idea of the body as architectural referent was being reinterpreted, the body itself was being transformed by Renaissance anatomy. The unity and integrity of the body was jeopardised as anatomists studied the body through the dissection of corpses. The published results of these studies, the most notable being Vesalius� De Humani Corporis Fabrica, were highly influential, with the anatomical methods of observation and partition emerging as the fundamental tenets of modern science. Several centuries later, the transformation of the body from a symbol of the world to an object amenable to scientific observation and control was all but fully realised, as the discoveries of Pasteur were put to use in the conquest of disease. These changing medical conceptions of the body led to concomitant transformations of the sense of self, as the body as object was increasingly divorced from the operations of the mind, in both its conscious and unconscious forms. This thesis will examine how these changing conceptions of the human body have been interpreted within architectural theory since Vitruvius. Beginning with the idea of ornament as trope of sacrifice, it will examine how interpretations of the relation between the body as whole and as part have affected ideas of architectural composition. Further, it will examine the ethical implications of the trope of building as body, such that a building which reflects the proportions of a �well-composed� body (Francesco di Giorgio), is itself an injunction to �composure,� or appropriate behaviour. It will argue that modern architecture, while rejecting classical anthropomorphism, was nonetheless influenced by ideas and practices arising from anatomy. Then, in contrast to the object-body of anatomy, the thesis will examine phenomenological and hermeneutical conceptions of the body, which interpret the body as lived. From Merleau-Ponty�s study of perception to Scarry�s reading of the significance of pain, the contribution of the body to the sense of self will be explored, giving rise to a renewed conception of anthropomorphism as the manifestation not only of human form, but of human sentience. Further, to the modern fragmentation of both the body and architecture will be opposed integrative strategies of selfhood, such as the formation of narrative identity (Ricoeur), the engagement with a community through practice (MacIntyre), and the idea of the �monstrous� body (Frascari). These strategies will be used to explore ways in which the form of the body can be understood other than in purely material terms, and how this is translated into architecture.
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Ribeiro, Nuno Jorge Gonçalves de Magalhães. "Enhancing information awareness through speech-induced anthropomorphism." Thesis, University of York, 2001. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.270006.

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Khogeer, Yusra Khalid. "Brand anthropomorphism : the literary lives of marketing mascots." Thesis, University of Liverpool, 2013. http://livrepository.liverpool.ac.uk/16193/.

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There is no end to the brands that lend themselves to anthropomorphic comparison. As an area under researched, the ultimate aim of this thesis is to improve our understanding of the phenomenon of brand anthropomorphism via focusing on one of the most prominent tactics currently being used by industry – the use of marketing mascots. This research begins by theoretically positioning the topic in a rich body of literature. Drawing on branding literature, the multidimensional nature of brands is explored as a starting point for understanding brand mascots. The fundamental theories referred to are integrated to form the Brand Puzzle. Next, the phenomenon of anthropomorphism is examined by referring to literatures from the disciplines of anthropology, animal behaviour, English literature and religion. To complete the extensive literature review, this thesis draws on marketing, advertising, psychology and consumer behaviour literature to reveal any existing classifications for brand anthropomorphism prior to introducing a new typology. Additionally, an investigation into the use of mascots is carried out paying particular attention to their conceptual development and their ‘humanity’. By designing an interpretive case study methodology that relies on a variety of research techniques, including netnography, interviews and photo-essays, as well as a provocative style of presentation, this thesis sets out firstly to explore the development of three marketing mascots on the social media site of Facebook: Aleksandr Orlov mascot for price comparison website CompareTheMarket.com; The M&M’s Spokescandies mascots for Mars’ M&M’s chocolate; and Mr Peanut mascot for Planters peanuts. A literary approach was adopted when tackling this mysterious process of creating marketing mascots. Secondly, this thesis sets out to analyse consumer engagement with the brands via their engagement with the selected marketing mascots. Six forms of consumer engagement were identified which were perceived to have an effect on the narrative of marketing mascots. The discussion section of this thesis creatively links the empirical evidence presented in the findings chapters and the insights from the literature with novels, storytelling and genre reading. The prominence of these have led to the development of a Literary Wheel model that has scope for use by industry and offers a direction for future research. In conclusion, this research contributes to knowledge in the field of brand anthropomorphism. It provides a formula for the creation of captivating marketing mascots that fulfil the needs of our increasingly communication hungry culture, encouraging elevated consumer engagement and the development of stronger consumer-brand relationships.
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Books on the topic "Anthropomorphism"

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Kennedy, J. S. The new anthropomorphism. Cambridge [England]: Cambridge University Press, 1992.

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Dobre, Carmen. Furries: Enacting animal anthropomorphism. Plymouth, Devon, UK: University of Plymouth Press, 2012.

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1958-, Mitchell Robert W., Thompson Nicholas S, and Miles H. Lyn 1944-, eds. Anthropomorphism, anecdotes, and animals. Albany: State University of New York Press, 1997.

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Leach, Tessa G. Machine Sensation: Anthropomorphism and ‘Natural’ Interaction with Nonhumans. London: Open Humanities Press, 2020.

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Maëstre, André Espiau de La. Anthropomorphisme et métaphorique: Baudelaire-Claudel. Wien: Braumüller, 1989.

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Heinrich, Klaus. Anthropomorphe: Zum Problem des Anthropomorphismus in der Religionsphilosophie. Stroemfeld: Roter Stern, 1986.

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Kulebi͡akin, E. V. Antropomorfizm, ego sushchnostʹ i rolʹ v stanovlenii obshchestvennogo soznanii͡a. Vladivostok: Izd-vo Dalʹnevostochnogo universiteta, 1985.

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Ess, Josef van. The youthful God: Anthropomorphism in early Islam. The University lecture in religion at Arizona State University. Tempe, Ariz: Dept. of Religious Studies, Arizona State University, 1988.

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Vaagan, Robert. Pojmat zivoe: Antropomorfismer i Boris Pasternaks "Doctor Zivago". Oslo: Universitet i Oslo, Slavisk-baltisk avdeling, 1996.

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Vaagan, Robert W. Pojmatʹ živoe: Antropomorfismer i Boris Pasternaks Doktor Živago. Oslo: Universitetet i Oslo, Slavisk-baltisk avdeling, 1996.

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Book chapters on the topic "Anthropomorphism"

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Hangay, George, Severiano F. Gayubo, Marjorie A. Hoy, Marta Goula, Allen Sanborn, Wendell L. Morrill, Gerd GÄde, et al. "Anthropomorphism." In Encyclopedia of Entomology, 165. Dordrecht: Springer Netherlands, 2008. http://dx.doi.org/10.1007/978-1-4020-6359-6_10259.

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Bailey, Lee W. "Anthropomorphism." In Encyclopedia of Psychology and Religion, 102–10. Cham: Springer International Publishing, 2020. http://dx.doi.org/10.1007/978-3-030-24348-7_35.

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Dolins, Francine L. "Anthropomorphism." In Encyclopedia of Evolutionary Psychological Science, 1–6. Cham: Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-16999-6_2639-1.

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Sutton-Spence, Rachel, and Michiko Kaneko. "Anthropomorphism." In Introducing Sign Language Literature, 68–81. London: Macmillan Education UK, 2016. http://dx.doi.org/10.1007/978-1-349-93179-8_7.

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Giacomin, Joseph. "Anthropomorphism." In Humans and Autonomous Vehicles, 52–73. London: Routledge, 2022. http://dx.doi.org/10.4324/9781003319740-4.

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Bailey, Lee W. "Anthropomorphism." In Encyclopedia of Psychology and Religion, 79–87. Boston, MA: Springer US, 2014. http://dx.doi.org/10.1007/978-1-4614-6086-2_35.

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Burghardt, Gordon M. "Anthropomorphism." In Encyclopedia of Animal Cognition and Behavior, 1–4. Cham: Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-47829-6_1042-1.

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Spitzer, Anais N., Kathryn Madden, Leon Schlamm, Stuart Z. Charmé, Melissa K. Smothers, Ronald Katz, Jo Nash, et al. "Anthropomorphism." In Encyclopedia of Psychology and Religion, 47–53. Boston, MA: Springer US, 2010. http://dx.doi.org/10.1007/978-0-387-71802-6_35.

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Burghardt, Gordon M. "Anthropomorphism." In Encyclopedia of Animal Cognition and Behavior, 346–49. Cham: Springer International Publishing, 2022. http://dx.doi.org/10.1007/978-3-319-55065-7_1042.

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MacGaffey, Wyatt. "Anthropomorphism." In Encyclopedia of African Religions and Philosophy, 53. Dordrecht: Springer Netherlands, 2021. http://dx.doi.org/10.1007/978-94-024-2068-5_33.

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Conference papers on the topic "Anthropomorphism"

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Theobald, Nina, Philip Joisten, Felix Friedrich, and Bettina Abendroth. "Investigating the Influence of Perceived Anthropomorphism of Vehicles on Pedestrians’ Crossing Decisions in a Test Track Study." In 14th International Conference on Applied Human Factors and Ergonomics (AHFE 2023). AHFE International, 2023. http://dx.doi.org/10.54941/ahfe1003786.

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People tend to anthropomorphize, i.e., perceive the fronts of vehicles in a face-like manner and attribute personality traits to them. This study investigates the influence of perceived vehicle appearance, in terms of perceived anthropomorphism of vehicles, on pedestrians’ crossing decisions. Therefore, a test track study with 20 participants and two vehicle types was conducted. No relationship between the perceived anthropomorphism of the vehicles and pedestrians’ decisions when crossing the road in front of the vehicles was found. However, the results show that the anthropomorphic description and the non-anthropomorphic description have opposite valences in case of both vehicles. A lack of influence of perceived anthropomorphism of vehicles on pedestrians’ crossing decisions in this study could be due to compensation mechanisms between anthropomorphic and non-anthropomorphic positive and negative attributions to the vehicles. The study concludes with a discussion of both approaches used for operationalizing vehicle appearance and implications for further research.
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Don, Abbe, Susan Brennan, Brenda Laurel, and Ben Shneiderman. "Anthropomorphism." In the SIGCHI conference. New York, New York, USA: ACM Press, 1992. http://dx.doi.org/10.1145/142750.142760.

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Simas, Gustavo, and Vânia Ribas Ulbricht. "Human-AI Interaction: An Analysis of Anthropomorphization and User Engagement in Conversational Agents with a Focus on ChatGPT." In Intelligent Human Systems Integration (IHSI 2024) Integrating People and Intelligent Systems. AHFE International, 2024. http://dx.doi.org/10.54941/ahfe1004510.

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Anthropomorphism, the attribution of human-like characteristics to non-human entities, and Human-Computer Interaction (HCI) or Human-AI Interaction (HAI) have become a significant topic of interest in the field of Artificial Intelligence (AI) with the rise of Large Language Models (LLMs). From this scenario, this article examines the concept of anthropomorphism in the context of chatbots, especially ChatGPT. Drawing on a range of contemporary research and use cases, various implications, benefits, challenges, and ethical considerations associated with anthropomorphism in AI are explored. The findings highlight the potential benefits of anthropomorphism in enhancing user engagement, trust, and acceptance. However, challenges such as overreliance, privacy concerns, and accuracy issues need to be addressed. Answer-Bot Effect and other psychological mechanisms experienced in HCI with ChatGPT reinforce the Computer-Are-Social-Actors paradigm, the Attachment Theory and the Media Equation hypothesis. Ethical considerations are crucial in ensuring responsible development and deployment of anthropomorphic AI systems. Frameworks such as HCAI, IFA, SPADE or SEEK can be of help in ensuring that the development and deployment of such models are responsible and ethical. The need for further research to understand the full potential and limitations of anthropomorphism in Conversational Agents is emphasized, particularly in the context of ChatGPT and Smart Personal Assistants (SPAs).
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Złotowski, Jakub, Ewald Strasser, and Christoph Bartneck. "Dimensions of anthropomorphism." In HRI'14: ACM/IEEE International Conference on Human-Robot Interaction. New York, NY, USA: ACM, 2014. http://dx.doi.org/10.1145/2559636.2559679.

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Šabanović, Selma. "Session details: Anthropomorphism." In HRI'14: ACM/IEEE International Conference on Human-Robot Interaction. New York, NY, USA: ACM, 2014. http://dx.doi.org/10.1145/3254646.

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Kuz, Sinem, Marco Faber, Jennifer Bützler, Marcel Ph. Mayer, and Christopher M. Schlick. "Anthropomorphic Design of Human-Robot Interaction in Assembly Cells." In Applied Human Factors and Ergonomics Conference. AHFE International, 2020. http://dx.doi.org/10.54941/ahfe100456.

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The objective of ergonomic systems design is to design the interaction between humans and machines in such a way that productivity, efficiency and humanity would not contradict each other. Hence, the human has to be considered as an integral part of the system. To use the full potential of this concept the system has to be accepted as a co-worker by the human. Anthropomorphism is an approach that is used in different areas to improve the acceptance of non-human entities as team-partners. The study within this work focuses on the effects of anthropomorphism in industrial environments. A virtual environment consisting of a robotized assembly cell was developed to conduct the experimental study. In order to simulate anthropomorphic movements, human pick and place movements were acquired using an infrared motion capture system. The data were used to drive the model of a virtual assembly robot. Within the experiment both anthropomorphic and constant speed profiles were compared. The main task of the participants was to predict the movement’s destination as accurately and quickly as possible. The reaction time and the prediction accuracy were analyzed to investigate the influence of anthropomorphic robot movements on human prediction in industrial environments. The results show that anthropomorphic movements lead to faster reaction times without more prediction errors.
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Otsu, Kouyou, and Tomoko Izumi. "An investigation of user perceptions of anthropomorphic linguistic expressions in guidance from home appliances." In 13th International Conference on Applied Human Factors and Ergonomics (AHFE 2022). AHFE International, 2022. http://dx.doi.org/10.54941/ahfe1001778.

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With the progress of using voice recognition technology and artificial intelligence, interactive home appliances that communicate with users in natural language and provide appropriate guidance are becoming widespread. Such intelligent artifacts not only provide advanced guidance to users but may also be the key to changing the relationship between humans and artifacts.In the field of cognitive science, it is known that human tends to perceive artifacts as if they were living things. It is known as the concept of the "media equation." Therefore, interaction design that makes such home appliances behave as more anthropomorphic entities may provide a means to make users perceive them as more relatable. However, many studies about animacy perception for interactive systems have focused on humanoid artifacts and their physicality. Therefore, there has been limited interaction design knowledge for making non-humanoid artifacts behave as anthropomorphic entities. In particular, an object's verbal expression may be considered an important factor affecting the perception of anthropomorphism toward the object. However, there is no sufficient discussion on whether the introduction of anthropomorphic linguistic expressions into the speech scenario of an object can become a factor to change how that object is perceived. In addition, it is not clear how the introduction of anthropomorphic expressions in situations of guidance by interactive systems affects the degree of comprehension of the content.In this study, we investigated how differences in the strength of anthropomorphism in the "speech" of home appliances affect users' perceptions of its guidance. This survey was conducted as a web-based questionnaire, and 132 Japanese-native speakers participated in it. In the experiment, participants were presented with a text of a scenario in which a microwave oven recommends a menu to a user and guides users on how to use" him/herself" to facilitate the user's task of preparing the menu. Then, they were asked to answer a questionnaire while watching the text. In this experiment, we prepared five sentences with different intensities of anthropomorphizing of the microwave oven written in the sentences. These sentences were designed to change the intensity of the anthropomorphism of the object without changing the content or intention of the sentences by using four anthropomorphic strategies: from third-person description to the introduction of first-person expressions (e.g., "I"), physical expressions (e.g., "my stomach"), casual expressions, and expressive emotional statements. Participants were instructed to answer the questionnaire in the same way for each of these five types of sentences.As a result, it was suggested that by increasing the intensity of anthropomorphism in the linguistic expressions expressed by the object, it is possible to change the way people perceive the object as if the object itself were speaking. In addition, there was no difference in the degree to which users understood the speech intentions of the appliances due to changes in the anthropomorphic expressions. These results suggest that anthropomorphizing the object based on linguistic expressions may help enhance the relationship with a human in interaction scenes where the artifact itself provides guidance.
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Nass, Clifford, Jonathan Steuer, Ellen Tauber, and Heidi Reeder. "Anthropomorphism, agency, and ethopoeia." In INTERACT '93 and CHI '93 conference companion. New York, New York, USA: ACM Press, 1993. http://dx.doi.org/10.1145/259964.260137.

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Lugrin, Jean-Luc, Ivan Polyschev, Daniel Roth, and Marc Erich Latoschik. "Avatar anthropomorphism and acrophobia." In VRST '16: 22th ACM Symposium on Virtual Reality Software and Technology. New York, NY, USA: ACM, 2016. http://dx.doi.org/10.1145/2993369.2996313.

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Mavrogiannis, Christoforos I., Minas V. Liarokapis, and Kostas J. Kyriakopoulos. "Quantifying anthropomorphism of robot arms." In 2015 IEEE/RSJ International Conference on Intelligent Robots and Systems (IROS). IEEE, 2015. http://dx.doi.org/10.1109/iros.2015.7353954.

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Reports on the topic "Anthropomorphism"

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David E. Hintenlang, Ph D. OSL Based Anthropomorphic Phantom and Real-Time Organ Dosimetry. Office of Scientific and Technical Information (OSTI), February 2009. http://dx.doi.org/10.2172/948743.

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Burns, Kimberly A. Monte Carlo Simulations for Homeland Security Using Anthropomorphic Phantoms. Office of Scientific and Technical Information (OSTI), January 2008. http://dx.doi.org/10.2172/1025694.

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Il'ya A. Travin, Il'ya A. On the issue of anthropomorphic visual motifs of the Sami ornament. LJournal, 2019. http://dx.doi.org/10.18411/202365-0640.2019.9.2.66.73.

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Wang, Peter, Amiee Jackson, Tyler Smith, Vipin NLN, DONALD Erdman III, Rick Lowden, Kris Villez, Brenin Bales, and Roo Walker. Printed Strain Gauges for Anthropomorphic Test Dummies for Vehicle Crash Testing. Office of Scientific and Technical Information (OSTI), August 2022. http://dx.doi.org/10.2172/1885301.

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Pak, Richard. Anthropomorphic Interfaces on Automation Trust, Dependence, and Performance inYounger and Older Adults. Fort Belvoir, VA: Defense Technical Information Center, October 2015. http://dx.doi.org/10.21236/ad1000763.

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Spittle, Eric K., Roy R. Rasmussen, and Ints Kaleps. The Electronic Evaluation of the Advanced Dynamic Anthropomorphic Manikin (ADAM) in High Temperature Environments. Fort Belvoir, VA: Defense Technical Information Center, March 1991. http://dx.doi.org/10.21236/ada245459.

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Shukla, Neeraj. Analysis of the Articulated Total Body (ATB) and Mathematical Dynamics Model (MADYMO) Software Suites for Modeling Anthropomorphic Test Devices (ATDs) in Blast Environments. Fort Belvoir, VA: Defense Technical Information Center, May 2013. http://dx.doi.org/10.21236/ada585572.

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Klochko, Oksana V., Vasyl M. Fedorets, Aleksandr D. Uchitel, and Vitaliy V. Hnatyuk. Methodological aspects of using augmented reality for improvement of the health preserving competence of a Physical Education teacher. [б. в.], November 2020. http://dx.doi.org/10.31812/123456789/4405.

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The article deals with the results of the research aimed at the improvement of methodology of use of augmented reality for the development of health preserving competence of a Physical Education teacher under conditions of post-graduate education. From the point of Umwelt phenomenology, augmented reality is characterized by correspondence to nature, its cognitive, metaphoric, diverse, interactive, anthropomorphic nature. The article analyzes the vectors of using augmented reality in the professional activity of a Physical Education teacher, particularly the one that is aimed at health preservation. The software that may be used with this purpose has been described. The attitude of Physical Education teachers to the use of the augmented reality for preserving their students’ health and development of their motion skills, intellect and creativity was determined in the research. The results of the survey show that the majority of teachers positively react to the idea of using augmented reality in their professional activity. However, in some cases, not a fully formed understanding of this issue was observed. The ways of solving the stated problem could be the inclusion of augmented technologies’ techniques into the process of post-graduate education, taking into consideration the anthropological, ethical, cultural contexts as well as teacher involvement in the stated process.
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Why Anthropomorphism Works In Marketing. IEDP Ideas for Leaders, November 2015. http://dx.doi.org/10.13007/564.

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[Computer simulated images of radiopharmaceutical distributions in anthropomorphic phantoms]. Office of Scientific and Technical Information (OSTI), May 1991. http://dx.doi.org/10.2172/6824304.

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