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

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