Minds That Don’T Matter: Attributing Minds to Brands Decreases Empathy For People

Social media interactions with brands causes consumers to attribute human minds to them. When brands are perceived to have minds, we theorize and show that it dampens individuals’ perception of human minds (i.e., empathy for others).We contribute to the mind attribution and brand anthropomorphism literatures, and consider societal implications.



Citation:

Lura Forcum (2017) ,"Minds That Don’T Matter: Attributing Minds to Brands Decreases Empathy For People", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 603-604.

Authors

Lura Forcum, Clemson University, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



Share Proceeding

Featured papers

See More

Featured

Decisional Conflict Predicts Myopia

Paul Edgar Stillman, Ohio State University, USA
Melissa Ferguson, Cornell University, USA

Read More

Featured

A Penny for Self-disgust: The Effects of Favorable Review Reward on Consumers Behavior

Qingqing Guo, Shanghai Jiao Tong University
Liangyan Wang, Shanghai Jiao Tong University
Bing Han, Shanghai Jiao Tong University

Read More

Featured

J15. The Deliberation Effect on the Judgment and Choice of Anthropomorphized Products

Juliana M. Batista, EAESP Fundação Getúlio Vargas
Jose Mauro C. Hernandez, Centro Universitário FEI

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.