Cardio with Mr. Treadmill: How Anthropomorphizing the Means of Goal Pursuit Increases Motivation.

This article investigates how anthropomorphizing the means of goal pursuit—assigning human characteristics to tools or products used to achieve goals—affects consumers' motivation. Across eight studies involving fitness and academic goals, the research demonstrates that anthropomorphized means (e.g., a treadmill or jump rope described as a "partner") increase motivation by fostering a greater sense of companionship, which enhances perceived enjoyability and goal expectancy. The effect diminishes when a human companion is present, when the means is inherently fun, when self-efficacy is high, or when the means is perceived as a supervisor rather than a partner. Additionally, increased motivation from anthropomorphized means influences subsequent choices, making consumers more likely to continue using the same means to pursue their goals. These findings have implications for marketers and consumers seeking to enhance motivation through product design and messaging.