When Humanizing Brands Goes Wrong: the Detrimental Role of Brand Anthropomorphization Amidst Product Wrongdoings

Marina Puzakova, Drexel University, USA
Hyokjin Kwak, Drexel University, USA
Joseph Rocereto, Monmouth University, USA
Anthropomorphization of a brand, followed by negative brand performance, triggers less favorable attitudes toward the brand. This phenomenon is attributed to the fact that the anthropomorphization makes individuals see an entity as mindful and fully accountable for its actions. Implicit theories of personality are found to moderate this relationship.
[ to cite ]:
Marina Puzakova, Hyokjin Kwak, and Joseph Rocereto (2011) ,"When Humanizing Brands Goes Wrong: the Detrimental Role of Brand Anthropomorphization Amidst Product Wrongdoings", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 630.