Pushing the Envelope of Brand and Personality: Antecedents and Moderators of Anthropomorphized Brands

The tendency for consumers to perceive brands as actual human beings has significant implications in the area of branding. However, there is a large gap in the marketing literature regarding the process and conditions that may influence the degree to which consumers perceive brands as complete human beings. The present research introduces the concept of anthropomorphized brands and discusses the psychological mechanisms that underlie the process of brand anthropomorphization. Our study builds on the three-factor theory of anthropomorphism to explain how self-concept/brand image congruity may influence the inference process of brand anthropomorphization. Furthermore, we suggest that sociality and effectance motivation variables may moderate the relationship between self-concept/brand image congruity and anthropomorphized brands. Theoretical and managerial implications are also discussed.


Marina Puzakova, Hyokjin Kwak, and Joseph Rocereto (2009) ,"Pushing the Envelope of Brand and Personality: Antecedents and Moderators of Anthropomorphized Brands", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 413-420.


Marina Puzakova, Drexel University, USA
Hyokjin Kwak, Drexel University, USA
Joseph Rocereto, Monmouth University, USA


NA - Advances in Consumer Research Volume 36 | 2009

Share Proceeding

Featured papers

See More


Perspectives on “What Can We Trust? Perceptions of, and Responses to, Fake Information” and the Changing Values of Information

Kristen Lane, University of Arizona, USA
Merrie Brucks, University of Arizona, USA

Read More


E11. Influence of ethical beliefs and trust on purchase decisions: The moderating effect of involvement

Marija Banovic, Aarhus University
Athanasios Krystallis, Athens University of Economics and Business, Greece

Read More


It’s About Trust: The Diffusion of Deviant Consumer Behavior

Peter Voyer, University of Windsor

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.