That’s embarrassing! Effects of Brand Anthropomorphism on Intimate Disclosure
Publication date :
May 2016
Event name :
Brands and Brand Relationships 2016
Event place :
Toronto, Canada
Event date :
May 18-20, 2016
Audience :
International
References of the abstract :
We investigate how brand anthropomorphism impacts consumers’ propensity to disclose intimate information to brands. The results of three experiments provide converging evidence that anthropomorphizing a brand has a detrimental effect on consumer disclosure of intimate information. This negative effect stems from the perception that an anthropomorphized brand is mindful and capable of evaluating others, which increases the level of embarrassment that consumers experience when revealing intimate information. However, we show that indirect questioning mitigates the detrimental effect of brand anthropomorphization on intimate self-disclosure by reducing the embarrassment felt by consumers. Our results have important implications for marketers pursuing anthropomorphization as a tool to foster consumer-brand relationships.
Commentary :
Received the Best Paper Award from GFK and Brands and Brand Relationships Institute
