To Wink Or Not to Wink? the Role of Anthropomorphism, Power, and Gender Stereotypes in Luxury Branding

Marina Puzakova, Lehigh University, U.S.A.
Pankaj Aggarwal, University of Toronto, Canada
Anthropomorphizing luxury brands can produce lower perceptions of brand sophistication. This is because cues of interpersonal closeness brought by brand anthropomorphization are contradictory to the signals of status, but only for consumers who are particularly concerned with the status signaling. The effects of gender and perceived power are also highlighted.
[ to cite ]:
Marina Puzakova and Pankaj Aggarwal (2015) ,"To Wink Or Not to Wink? the Role of Anthropomorphism, Power, and Gender Stereotypes in Luxury Branding", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 667-668.