Moral Identity and Brand Anthropomorphism

Eric Levy, University of Cambridge, UK
Sara Kim, University of Hong Kong, Hong Kong
Americus Reed II, University of Pennsylvania, USA
This research investigates the relationship between consumers’ moral identity and their preference for anthropomorphized brands. In three studies, we find that higher moral identity is consistently associated with greater preference for anthropomorphized (vs. non-anthropomorphized) brands. Higher moral identifiers’ perceptions of an anthropomorphized brand as being more “human-like” mediates this effect.
[ to cite ]:
Eric Levy, Sara Kim, and Americus Reed II (2017) ,"Moral Identity and Brand Anthropomorphism", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 350-355.