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

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).



Citation:

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, Pages: .

Authors

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



Volume

NA - Advances in Consumer Research Volume 41 | 2013



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