Anthropomorphisation and brand complexities

Abstract

This paper examines the effects of anthropomorphisation on three consumer response outcomes: Liking, Purchase Intention, and Perceived Value. Results from a quantitative survey show evidence of a direct effect of anthropomorphisation on Liking. Moreover, complexities of brands were tested as a moderating factor. The findings reveal a strong indication that less complex brands are more favourable when they are not humanised and complex brands are more favourable when they are humanised. This identifies opportunities, but also underlines the threat of potentially detrimental effects of anthropomorphisation, depending on the brand and type of product. The brands’ Facebook presence was manipulated in order to test the effects in a social media context. It has been concluded that using social media is a cost-efficient and effective means to anthropomorphise a brand. The authors encourage future researchers to further these findings.