Date of Completion

Spring 5-1-2026

Thesis Advisor(s)

Brick, Danielle

Honors Major

Marketing

Disciplines

Cognition and Perception | Graphic Design | Marketing | Technology and Innovation

Abstract

Drawing on prior research suggesting that anthropomorphic design can increase trust, liking, and perceived competence, this research investigates whether these effects extend to generative artificial intelligence logos. A three-group between-subjects study was conducted to examine how varying levels of logo anthropomorphization influenced consumer perceptions of an artificial intelligence brand. In being assigned to one of three logo conditions, humanoid (high anthropomorphism), animalistic (moderate anthropomorphism), or nature/geometric (low anthropomorphism), participants evaluated the new logo across multiple dimensions, including liking, brand fit, trustworthiness, and willingness to buy. Contrary to the initial hypothesis, the low anthropomorphism condition consistently received the most positive ratings, and the high anthropomorphism condition the least. These findings suggest that while anthropomorphism has been shown to enhance perceptions of brand and product in many contexts, its success is dependent upon context and its application in logo design for artificial intelligence brands may be less effective.

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