“That’S Embarrassing!” Effects of Brand Anthropomorphism on Intimate Disclosure

We investigate how brand anthropomorphism impacts consumers’ disclosure of intimate information to brands. Three experiments demonstrate that brand anthropomorphism decreases intimate self-disclosure. This effect occurs because anthropomorphized brands are perceived as capable of evaluating others, which increases consumers’ embarrassment when self-disclosing. Indirect questioning moderates the effect of anthropomorphism on self-disclosure.



Citation:

Anaïs Gretry, Csilla Horvath, and Nina Belei (2017) ,"“That’S Embarrassing!” Effects of Brand Anthropomorphism on Intimate Disclosure", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 626-628.

Authors

Anaïs Gretry, Radboud University Nijmegen, The Netherlands
Csilla Horvath, Radboud University Nijmegen, The Netherlands
Nina Belei, Radboud University Nijmegen, The Netherlands



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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