Revisiting the effects of anthropomorphism on brand relationship outcomes: the moderating role of psychological disposition

Given the thriving attention paid to brand personification in marketing, this paper aims to delve into consumers’ psychological traits that may moderate the positive anthropomorphic effects on brand outcomes specific to relationship marketing.

A theoretical model was proposed based on a review of the extant literature. Study 1 conducted an online survey and used confirmatory factor analysis to validate the constructs significantly correlated with anthropomorphic processing. Two follow-up studies (Study 2a and 2b) using experimental designs were performed to provide evidence substantiating the moderated mediation in the process.

Based on the results across the three studies, motivational, rather than cognitive, disposition significantly correlates with perceived anthropomorphism and brand relationship outcomes. Need for belonging serves as a sociality moderator in strengthening the mediating effects of perceived anthropomorphism on brand attachment and brand experience, respectively. Parasocial interaction serves as an effectance moderator in augmenting the mediating effects of perceived anthropomorphism on brand attachment.

This research extends and contrasts the theoretical grounding for anthropomorphism as a set of situational consumer perceptions by integrating its boosting factors in social psychology with emerging brand constructs in marketing and consumer behavior research. More studies are encouraged to probe into the complex anthropomorphic phenomenon.

This research sheds light on marketers’ strategic management efforts in implementing brand personification to target a wide range of market segments with diverse psychological disposition.

Conceiving anthropomorphism as an in-process situational output in information processing, this research provides further understanding of the psychological traits that facilitate the construction of consumer-brand relationships through anthropomorphic perceptions in the context of brand personification.