When Consumers Meet Humanized Brands: Effect of Self-construal on Brand Anthropomorphism

Anthropomorphism is the attribution of humanlike characteristics, motivations, intentions, and emotions to nonhuman objects (Epley, Waytz, and Cacioppo 2007). It enables a brand to assume a social role as a relationship partner (Fournier 1998), as in a partnership, a fling (Aaker, Fournier, and Brasel 2004), an exchange, a communality (Aggarwal 2004), etc. Our research investigates how consumers with different self-construals exhibit differential purchase intentions towards brands that assume different social roles. Further, we attempt to understand the underlying process by examining the different intentions underlying each social role brands assume. Some consumers feel entitled to their needs being met by brands and even demand special treatment thereof while others display flexibility and accommodation in dealing with brands when problems arise (Fournier 2009). In accord, we posit that anthropomorphized brands aim/intend to satisfy consumers’ internal needs and/or cooperate with consumers. In particular, we further argue that a partner brand intends to cooperate with consumers as well as satisfy their internal needs, while a servant brand’s intentions are geared more towards satisfying consumers’ internal needs (Aaker et al. 2004; Braun and Zaltman 2000; Aggarwal and McGill 2012).