Monday, December 19, 2011

Anthropomorphism in names: More product loyalty and more cow’s milk

A recent article in Slate reminded me of the 2009 Ig Nobel Prize in Veterinary Medicine. 

Excerpt from Slate:

The idea of a talking machine with a human-sounding name isn’t new, of course, but Siri’s predecessors were mostly fictional. Think of the arch KITT, the silicon brain of a Pontiac Trans Am in the TV series Knight Rider; Joshua, the troubled NORAD computer in the film War Games; and most famously, the eerily calm HAL of 2001: A Space Odyssey. These were mere characters, but they also reflected a universal human impulse: When we talk to something, or when it talks to us, we want to call it by a name. Have you noticed how many drivers give names to their GPS devices?

Using a human-style name reflects our relationship with the thing being named, and shapes it, too. Indoor pets, for instance, tend to be given more human names than outdoor animals. Assigning a name to a car or other possession is both a sign of growing affection and a spur to further bonding. Around my house, I've found that it's nearly impossible to throw out any object that my kids have named. Names give objects emotional life. You say, "the iPhone" and "my iPhone," but not "the Siri." It—she—is simply Siri. The name makes the act of conversing with a metal slab feel natural. And that emotional connection seems to invite a powerful kind of consumer loyalty.

Excerpt from the website of the Annals of Improbable Research, where the 2009 Ig Nobel Prize in Veterinary Medicine is described:

VETERINARY MEDICINE PRIZE: Catherine Douglas and Peter Rowlinson of Newcastle University, Newcastle-Upon-Tyne, UK, for showing that cows who have names give more milk than cows that are nameless.

REFERENCE: "Exploring Stock Managers' Perceptions of the Human-Animal Relationship on Dairy Farms and an Association with Milk Production," Catherine Bertenshaw [Douglas] and Peter Rowlinson, Anthrozoos, vol. 22, no. 1, March 2009, pp. 59-69. DOI: 10.2752/175303708X390473.

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