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.
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.
Lura Forcum, Clemson University, USA
NA - Advances in Consumer Research Volume 45 | 2017
Data-Driven Computational Brand Perception
Sudeep Bhatia, University of Pennsylvania, USA
Christopher Olivola, Carnegie Mellon University, USA
O4. Will Winning Always Encourage Risk Taking? The Effect of Competition Results and the Closeness of These Results
Beixi Wen, Renmin University of China
En-Chung Chang, Renmin University of China
Chunya Xie, Renmin University of China
O7. Helpful Mental Shortcuts or a Shortcut to Bias? Two Perspectives on Heuristics and One New Direction for Consumer Research
Carly Drake, University of Calgary, Canada
Mehdi Mourali, University of Calgary, Canada