The influence of social exclusion on consumer preference for anthropomorphized brands

Abstract

This research demonstrates that social exclusion increases consumers’ preference for anthropomorphized brands. This effect is mediated by consumers’ perception that the brand serves as a new social affiliation, and is mitigated when consumers have the opportunity to socialize with other people before evaluating and choosing anthropomorphized brands. The current research further shows that socially excluded consumers differ in the types of relationship they would like to build with the anthropomorphized brands, depending on consumers’ attributions of being socially excluded. Specifically, consumers who blame themselves (others) for being socially exclusion and form a negative view towards themselves (others) show greater preferences for anthropomorphized partner (fling) brands.