Consumer Subjectivity and the Anthropomorphization of Advertising Trade-Characters

Kimberly Sugden, University of Oxford, UK
Cele Otnes, University of Illinois at Urbana-Champaign, USA
Catherine Dolan, SOAS, University of London, UK
We contribute an understanding of anthropomorphization as a subjective attribution consumers make as a result of their lived experiences with advertising trade-characters. Our findings from 57 depth interviews extend anthropomorphism theory by discovering both agentic and passive anthropomorphism variation across overarching tropes: relatable self-identification, managing offense, and social connections.
[ to cite ]:
Kimberly Sugden, Cele Otnes, and Catherine Dolan (2015) ,"Consumer Subjectivity and the Anthropomorphization of Advertising Trade-Characters", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 703-704.