Anthropomorphic packaging: is there life on “Mars”?

Abstract

Purpose– Anthropomorphism is the innate human tendency to attribute human or human-like characteristics to non-human entities or objects. Even though it is widely used by marketing practitioners, there is a scarcity of academic research that systematically attempts to capture this phenomenon. The aim of the current study is to investigate anthropomorphism in product packages of the 2010 Nielsen’s Top 100 grocery brands in the UK.Design/methodology/approach– This study uses a mixed-method design combining quantitative content analysis and correspondence analysis. The former methodology allowed for documentation of anthropomorphic package elements, whereas the latter facilitated the study of structural relationships between anthropomorphic cues and product-related attributes such as type, category and target market.Findings– The findings reveal that anthropomorphism is widely used in the packaging of grocery brands in the sample investigated. Moreover, the evidence shows that there appears to be an association between anthropomorphism and product-related attributes.Research limitations/implications– The current study contributes to both theory and practice. It illuminates the under-investigated interface of anthropomorphism and marketing by capturing anthropomorphic elements appearing in product packaging. The combination of anthropomorphic package elements and product-related attributes may assist managers in designing their packages to provide unique product experiences.Originality/value– This study serves as a roadmap for both academics and practitioners wishing to engage in a fruitful dialogue on the emerging area of anthropomorphic marketing.