The Global Leadership Series: The Surprising Effects of Brand and Product Anthropomorphism

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The Surprising Effects of Brand and Product Anthropomorphism: Seeing the Marketplace in Human Terms Affects Persuasion and Evaluation

Ann L. McGill, Chicago Booth Sears Roebuck Professor of General Management, Marketing and Behavioral Science

Anthropomorphism involves attributing humanlike characteristics such as physical features, intentions, and emotions to nonhumans. Because marketers often believe consumers attend more closely to anthropomorphized targets, evaluate them more positively, and form stronger social bonds with them, it is common to encounter anthropomorphized products, brands, or spokespersons in consumer contexts.

Recent research suggests, however, that the effects of anthropomorphism are more nuanced (even quite surprising) and indicate conditions in which anthropomorphizing leads to both negative and positive responses depending on the context of the judgment or the status of the consumer (e.g., financial status, interpersonal trust).

This session discusses this research providing insights into circumstances when it might be a great idea to design a product so it looks like a person, to portray a brand as if it possessed a human personality, or to depict a product as its own spokesperson and when doing so might backfire.


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Global Leadership Series

The Chicago Booth Global Leadership Series provides executives worldwide with an unparalleled view of the complex environment and current trends facing businesses today. As the first top-tier business school to have permanent campuses on three continents (North America, Asia and Europe), the series is a natural outgrowth of Chicago Booth's role as a leader in international business education. Learn more »