Do Materialists Prefer the “Brand-as-Servant”? The Interactive Effect of Anthropomorphized Brand Roles and Materialism on Consumer Responses

By H. Kim, Thomas Kramer. 2015

175 citations recorded by the source corpus.

Subfields: Experimental and Cognitive Psychology, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/d8000990e21b0c2cd144485179dd7a0c6fe1df25

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Experimental and Cognitive Psychology

1. P. Aggarwal
2. Ann L. McGill
3. D. Macinnis
4. V. Folkes

In Marketing

1. Linyun W. Yang
2. Ann L. McGill
3. V. Folkes
4. D. Macinnis
5. P. Aggarwal
6. Bernd H. Schmitt
7. Susan Fournier
8. Claudio Alvarez

In Sociology and Political Science

1. Linyun W. Yang
2. V. Folkes
3. D. Macinnis
4. Ann L. McGill
5. P. Aggarwal
6. E. Wan
7. R. Chen
8. Marina Puzakova

Citations in the corpus

• The 3 C's of anthropomorphism: Connection, comprehension, and competition (2019, background): “The desire for power can also influence consumers’ preferences for different types of anthropomorphized entities (Kim & Kramer, 2015).”
• Humanizing brands: When brands seem to be like me, part of me, and in a relationship with me (2017, background): “When consumers imagine that the brand has come to life (Aggarwal & McGill, 2012; Kim & Kramer, 2015) or has human personality characteristics (Chandler & Schwarz, 2010), they are also more prone to anthropomorphize.”