Partners and Servants: Adopting Traits of Anthromorphized Brands

Pankaj Aggarwal, University of Toronto, Canada
Ann L. McGill, University of Chicago, USA
Three experiments demonstrate behavioral priming effects for anthropomorphized brands. Consistent with the theory that anthropomorphizing brands triggers goals for successful social interaction with the brand, consumers behave consistently or inconsistently with the brand trait depending on liking and type of relationship – servant or partner – consumers expect of the brand.
[ to cite ]:
Pankaj Aggarwal and Ann L. McGill (2011) ,"Partners and Servants: Adopting Traits of Anthromorphized Brands", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.