Anthropomorphism in Consumer-Brand Relationships
Summary
Anthropomorphism in consumer–brand relationships refers to the attribution of human traits, emotions and intentions to brands, facilitating a quasi-social bond between consumers and commercial entities. Drawing on social cognition and attribution theories, research has shown that anthropomorphic designs and communications can engender trust, emotional attachment and loyalty. These effects manifest across diverse contexts—from green consumption and corporate social responsibility to packaging, social media and virtual environments—offering innovative levers to foster engagement, enhance perceived authenticity and drive sustainable behaviour. By humanising brands, marketers can evoke empathy and compassion, strengthen brand love, and reduce waste. Anthropomorphism thus represents a cross-disciplinary bridge between psychology, marketing and design, with global significance for ethical consumption, digital interaction and environmental stewardship.
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Anthropomorphism in Consumer-Brand Relationships publication trend
The graph below shows the total number of articles in anthropomorphism in consumer-brand relationships across all publications each year (not limited to Nature Index journals).
Technical terms
Anthropomorphism: The attribution of human characteristics, emotions or intentions to non-human entities such as brands or products.
Animistic cue: A design or message element that suggests life or agency in an inanimate object, triggering belief in its responsiveness.
Brand capacity trust: Consumer belief in a brand’s competence and ability to deliver on functional promises.
Brand goodwill trust: Consumer belief in a brand’s benevolence, ethical stance and concern for consumer welfare.
References
- Cuteness or Coolness—How Does Different Anthropomorphic Brand Image Accelerate Consumers’ Willingness to Buy Green Products?. Frontiers in Psychology (2021).
- The Effects of Animistic Thinking, Animistic Cues, and Superstitions on Brand Responses on Social Media. Journal of Interactive Marketing (2021).
- Anthropomorphic Sad Expressions Reduce Waste of “Single” Imperfect Food. Psychology and Marketing (2024).
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