Turning tools into teammates to boost motivation

A groundbreaking study published in the Journal of Marketing reveals a powerful way to combat declining physical activity levels: anthropomorphizing fitness equipment. This novel approach, explored by researchers Lili Wang of Zhejiang University and Maferima Touré-Tillery of Northwestern University, highlights how assigning human-like traits to workout tools can transform exercise routines.

The study, titled “Cardio with Mr. Treadmill: How Anthropomorphizing the Means of Goal Pursuit Increases Motivation,” investigates the psychological impact of anthropomorphism on exercise behavior. Wang explains, “when people imagine their treadmill or jump rope as a workout buddy, they feel less alone, and their confidence in achieving fitness goals increases.”

Key Findings

The researchers conducted experiments in which participants interacted with fitness tools either as standard objects or as anthropomorphized companions. For example, a jump rope was introduced as “Hello! I am your workout partner” and participants were encouraged to imagine their treadmill as a friendly character. These subtle changes significantly enhanced participants’ motivation and engagement.

“Anthropomorphized tools create a sense of companionship,” Touré-Tillery notes. “This makes workouts feel more enjoyable and achievable, turning solitary efforts into collaborative experiences.”

Practical Implications for Marketers and Consumers

Companies can incorporate anthropomorphic features—such as avatars, friendly messages, or interactive interfaces—into fitness equipment and apps. Touré-Tillery emphasizes, “it’s crucial to position tools as supportive partners rather than demanding supervisors. This ensures users feel encouraged, not pressured.”

Consumers, too, can benefit by selecting fitness tools that feature human-like elements, helping sustain long-term commitment to exercise. Wang adds, “By choosing tools that feel like teammates, people can make daunting fitness goals more approachable and enjoyable.”

Applications Beyond Fitness

The study also highlights potential uses for anthropomorphism in other domains, such as education and personal development. Tools designed as collaborative partners, rather than taskmasters, can enhance engagement and improve outcomes across various goal-oriented tasks.

Limits and Considerations

While anthropomorphism boosts motivation, its effects have boundaries. Real human companionship diminishes the need for anthropomorphic tools, and positioning tools as supervisors can backfire, reducing autonomy and enjoyment. Additionally, tools that are inherently engaging, such as dance-based workout videos, gain little from anthropomorphic enhancements.

Touré-Tillery notes, “it’s important to apply these features thoughtfully, ensuring they complement the user experience rather than detract from it.”

Broader Implications

With physical inactivity contributing to global health and economic challenges, this research underscores the importance of creative interventions. By reimagining how people interact with fitness tools, marketers and policymakers can inspire healthier lifestyles and foster stronger consumer engagement.

Full article and author contact information available at: https://doi.org/10.1177/00222429241303387

About the Journal of Marketing 

The Journal of Marketing develops and disseminates knowledge about real-world marketing questions useful to scholars, educators, managers, policy makers, consumers, and other societal stakeholders around the world. Published by the American Marketing Association since its founding in 1936, JM has played a significant role in shaping the content and boundaries of the marketing discipline. Shrihari (Hari) Sridhar (Joe Foster ’56 Chair in Business Leadership, Professor of Marketing at Mays Business School, Texas A&M University) serves as the current Editor in Chief. https://www.ama.org/jm

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