The Effects of Anthropomorphization on Brand Personality Perceptions: a Motivational Account

Fangyuan Chen, Hong Kong University of Science and Technology, Hong Kong, China
Jaideep Sengupta, Hong Kong University of Science and Technology, Hong Kong, China
Rashmi Adaval, Hong Kong University of Science and Technology, Hong Kong, China
This research provides a motivation-based conceptualization for the antecedents and consequences of brand anthropomorphism. We propose that consumers with a sociality (effectance) motivation will humanize the brand and perceive it as warmer (more dependable) than those who do not have such a motivation; this has corresponding implications for advertising effectiveness.
[ to cite ]:
Fangyuan Chen, Jaideep Sengupta, and Rashmi Adaval (2013) ,"The Effects of Anthropomorphization on Brand Personality Perceptions: a Motivational Account", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.