Marketing Seminar（2014-05）

Title:The Effects of Anthropomorphism on Brand Personality Perceptions: A Trait-Specific Motivational Account

Speaker: Fangyuan Chen

Affiliation:Hong Kong University of Science and Technology

Time: : Wednesday 29 October. 13:30-15:00pm

Location: Room217, Guanghua Building 2

Abstract:

This paper proposes and tests a trait-specific motivational account of product anthropomorphism. Earlier research suggests that two key motives – the need to stay socially connected (sociality motive) and the need to control one’s environment (effectance motive) both induce anthropomorphizing. Integrating this premise with the literature on motivated perception and that on brand personality, our account posits that even though both motives lead consumers to anthropomorphize, they differ in terms of the specific human-like traits that the product is endowed with. As a way of satisfying salient needs, the sociality (effectance) motive leads people to perceive products as being warm (dependable). This trait-specific account also carries unique implications for consumers’ emotional states following anthropomorphism, as well as for effective brand positioning strategies. A set of four studies provides support for our conceptualization and its implications, while integrating it with the cognitive account of anthropomorphism that has also received support in consumer research.

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