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 More

Featured

P9. Gift Budget Adherence and Price Discounts

Yuna Choe, Texas A&M University, USA
Christina Kan, Texas A&M University, USA

Read More

Featured

C11. More of a Bad Thing: How Consumers Ignore Pollutant Levels in Healthiness Assessment

Aner Tal, Ono Academic College (OAC)
Yaniv Gvili, Ono Academic College (OAC)
Moty Amar, Ono Academic College (OAC)

Read More

Featured

A5. Trusting the Tweeting President: Inside the Donald's reality: Gaslighting, pschometrics and social media

Dianne Dean, University of Hull
Fiona Walkley, Hull University Business School
Robin Croft, Brunel University

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.