When Brands Seem Human, Do Humans Act Like Brands? Automatic Behavioral Priming Effects of Brand Anthropomorphism

By P. Aggarwal, Ann L. McGill. 2012

527 citations recorded by the source corpus.

Subfields: Literature and Literary Theory, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/2d0cd64357a60205dea69d56b498e341a31a6650

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Citations in the corpus

Products as Pals: Engaging with Anthropomorphic Products Mitigates the Effects of Social Exclusion (2017, unknown): “…a face on a tree with the expression “Save me!” instead of a tree with no face and the words “Save trees!”) leads people to behave more prosocially (Ahn, Kim, and Aggarwal 2014), just as presenting subtle social cues during a dictator game encourages more prosocial giving (Rigdon et al. 2009).”
The 3 C's of anthropomorphism: Connection, comprehension, and competition (2019, background): “…attitudes toward anthropomorphized brands also activate the same social‐interaction goals elicited by disliked and liked people, so consumers interact with anthropomorphized brands as they do with humans, with the goal of ensuring an effective in‐ teraction with them (Aggarwal & McGill, 2012).”
Humanizing Products with Handwritten Typefaces (2018, background): “Existing research has focused on the anthropomorphization of products, involving the attribution of human-like qualities (e.g., smiling face) to nonhuman objects (Aggarwal and McGill 2007, 2012; Epley, Waytz, and Cacioppo 2007).”
The effect of social exclusion on consumer preference for anthropomorphized brands (2017, methodology): “To manipulate anthropomorphism, we adopted the procedure used in Aggarwal & McGill (2012) which instructed the participants to think of the M&M’s candy as either a human being or simply an object.”
Who or What to Believe: Trust and the Differential Persuasiveness of Human and Anthropomorphized Messengers (2015, background): “With respect to brands, researchers have investigated whether anthropomorphized versions are more or less likely to prime behavior associated with the brand image than nonanthropomorphized versions (Aggarwal and McGill 2012).”
Doing it the hard way: How low control drives preferences for high-effort products and services (2014, background): “This belief can be seen in the way that individuals form different types of relationships and connections with brands (e.g., Aggarwal and McGill 2012; Deighton 1992; Escalas and Bettman 2005; Fournier 1998) and how they use products to signal desired traits, from high status to intelligence and…”
Brand anthropomorphism: Conceptualization, measurement, and impact on brand personality and loyalty (2015, background): “…have examined the psychological processes activated when consumers are exposed to products with a humanlike appearance (Aggarwal and McGill, 2007), and their consequences on product evaluation (Landwehr et al, 2011) and purchasing behavior (Chandler and Schwarz, 2010; Aggarwal and McGill, 2012).”
Consumers’ identification with corporate brands: Brand prestige, anthropomorphism and engagement in social media (2017, background): “…that appear in marketing communications (Hosany et al., 2013), products (Delbaere et al., 2011; Hart et al., 2013) and corporate and product brands (Aggarwal and McGill, 2012; Stinnett et al., 2013) – scholars warn that this phenomenon in the marketing context is insufficiently defined (Hart et…”