When Consumers Meet Humanized Brands: Effect of Self-Construal on Brand Anthropomorphism

Meng-Hua Hsieh, University of Washington, USA
Shailendra Pratap Jain, University of Washington, USA
Xingbo Li, University of Washington, USA
Vanitha Swaminathan, University of Pittsburgh, USA
In two experiments, we show that consumers with an interdependent self-construal are more likely to purchase anthropomorphized partner brands than anthropomorphized servant brands. However, these effects of brand anthropomorphism emerge only when self–brand connection is low (vs. high).
[ to cite ]:
Meng-Hua Hsieh, Shailendra Pratap Jain, Xingbo Li, and Vanitha Swaminathan (2013) ,"When Consumers Meet Humanized Brands: Effect of Self-Construal on Brand Anthropomorphism ", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.