Effect of Matching Individual Power Perception and Brand Anthropomorphism on Purchasing Intentions

Abstract

This paper explores the mechanism and boundary conditions for the effect of matching anthropomorphized brand image and individual power perception on consumers’ purchasing intention. Using a Stereotype Content Model, this paper divides brand anthropomorphism into warmth-related and competence-related anthropomorphized images and adopts different methods to activate consumers’ power perception for discussion and verification. The results of the three experiments show that consumers with low power perception prefer warmth-related anthropomorphized brands while those with higher power perception lean towards competence-related ones. Matching high (low) power perception and types of anthropomorphism is mediated by an exchange relationship (communal relationship). The above effects exist only in the context of low perceived risk. When perceived risk is high, regardless of power perception, consumers all prefer competence-related anthropomorphized brands. This paper is of theoretical and practical significance as it not only enriches the research into brand anthropomorphism, but also provides guidance for tailoring strategies of brand anthropomorphism.