Think versus Feel: Two Dimensions of Brand Anthropomorphism: An Abstract

Abstract

Past research and practice often focus on brand anthropomorphization along a single dimension. In spite of being parsimonious and rigorous, the single dimension model may not fully capture variation in consumers’ perceptions of brands. This article clarifies an important nuance by proposing that people attribute human consciousness (i.e., a human-like mind) to brands on two distinct dimensions: Think and Feel. Think brands are perceived to have the capacity to think, plan, remember, and intend. Feel brands are considered to be able to feel and to experience anger, pain, and pleasure. Eight studies were conducted to first develop and validate the 14-item Brand Anthropomorphism Questionnaire (BAQ) with two subscales, which are psychometrically sound and show discriminant validity with regard to existing brand constructs. Furthermore, Think or Feel brand anthropomorphism dimensions can predict consumers’ moral judgment of brands above and beyond existing brand scales. Think brands are attributed moral agency and hence responsibility, whereas Feel brands are attributed moral patience and hence rights and privileges. This distinction has important implications when brands are blamed for their wrongdoings or praised for their socially responsible actions.