| dc.description.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. | nb_NO |
