摘要: Today, customers are constantly bombarded with masses of goods and services. So, the process by which customers decide which product, amongst others, to purchase is vital to all trades and businesses. If customers can locate their values and expectations, successfully encoded within the products or services, they are likely to purchase the commodity matched with their own desires. Anthropomorphism effects product/service design by easing customers’ decision-making process through which their understanding is going to be directed towards more product attachment. Mascot is a manifestation of anthropomorphism, which can be embodied in the form of either humans, animals or objects and thanks to the anthropomorphic manifestation, mascot will somehow guarantee its presence in customers’ mind for a longer period of time. In this review paper, the importance of anthropomorphism is discussed within the …