R13. Brand Humanization: Applying Two Dimensions of Humanness to Brand
We create a measure of brand humanness that, unlike past measures of anthropomorphism, is easily applied to a variety of study paradigms. We situate brand humanness along two independent dimensions: characteristics descriptive of basic human nature and characteristics that identify ways in which humans are unique from other species.
Citation:
Mycah L Harrold and Andrew Perkins (2018) ,"R13. Brand Humanization: Applying Two Dimensions of Humanness to Brand", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 908-908.
Authors
Mycah L Harrold, Washington State University, USA
Andrew Perkins, Washington State University, USA
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
When Waste Costs: The Influence of Price on Consumers’ Perceived Waste and Purchase Intention of an Excessive Amount of Product
Tao Tao, Hong Kong Baptist University
Robert Wyer Jr., University of Cincinnati, USA
Featured
Slow and Steady versus Fast and Furious: The Effect of Speed on Decision Making
Ellie Kyung, Dartmouth College, USA
Yael Shani-Feinstein, Ben Gurion University, Israel
Jacob Goldenberg, IDC
Featured
Motion, Emotion, and Indulgence: How Movement Influences Consumption
Yegyu Han, Virginia Tech, USA
Rajesh Bagchi, Virginia Tech, USA
Syagnik Banerjee, University of Michigan at Flint