Moral Identity and Brand Anthropomorphism

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.



Citation:

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.

Authors

Eric Levy, University of Cambridge, UK
Sara Kim, University of Hong Kong, Hong Kong
Americus Reed II, University of Pennsylvania, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



Share Proceeding

Featured papers

See More

Featured

Can Packaging Color Influence Consumers’ Willingness to Pay? Evidences of the Au Naturel-Colored Packaging Effect

Veronica Marozzo, University of Calabria, Italy
Maria Antonietta Raimondo, University of Calabria, Italy
Gaetano Miceli, University of Calabria, Italy

Read More

Featured

Thicker than Water: The Influence of Familism on Consumer Response to Brand Extensions

Maria A. Rodas, University of Minnesota, USA
Michael J. Barone, University of Louisville, USA
Carlos J. Torelli, University of Illinois at Urbana-Champaign, USA

Read More

Featured

In Pursuit of Happiness: Phenomenological Study of the KonMari Decluttering Method

Hsin-Hsuan Meg Lee, ESCP Europe, UK

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.