Humanizing Products with Handwritten Typefaces

• Published in: The Journal of consumer research 2018-10, Vol.45 (3), p.648-672
• Main Authors: SCHROLL, ROLAND, SCHNURR, BENEDIKT, GREWAL, DHRUV
• Format: Article
• Language: English
• ISSN: 0093-5301; 1537-5277
• DOI: 10.1093/jcr/ucy014

The loss of a sense of humanness that stems from increasing mechanization, automation, and digitization gives firms an impetus to develop effective ways to humanize products. On the basis of knowledge activation theory, this article systematically investigates a novel humanization approach: the use of typefaces that appear to be handwritten. Across several laboratory and field studies, the authors provide evidence of the positive effect of handwritten typefaces, reveal the mechanisms that lead to these outcomes, and outline some boundary conditions. Specifically, the results show that handwritten typefaces create perceptions of human presence, which lead to more favorable product evaluations (and behavior) by enhancing the emotional attachment between the consumer and the product. However, these effects are mitigated for brands to which consumers already feel a sense of attachment. Finally, the effects reverse when the products are functionally positioned or functional in nature. The present article thus extends understanding of humanization processes and provides guidelines for how and when brands should use handwritten typefaces.