Psychological studies have provided theoretical accounts of anthropomorphism toward nonhuman animals or technological agents. However, the theories present no empirical evidence that would provide a clear account of anthropomorphism toward daiLy use products. This study ernpirically tested the predictions that diverse variables derived from the geneTal theory of anthropomorphism would infiuence the tendency to anthropomorphize industrial products. The results of the study demonstrate that

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... are motivated to anthropomorphize 'intelligent products' primarily under the operating context of hurnan-product inteTaction, and in particuiar, a product's perceived similarity to a human is a significant variable for eliciting anthropomorphism toward 'social products'. The results also indicate that the dominant variables of anthropemorphization towards products vary between difTerent stages in usage. These results have important implications for designers who are attempting to employ anthropomorphic design to enhance user acceptance ofproducts.