Research On The Influence Of Brand Anthropomorphism On Consumers' Brand Attitude

With the continuous development of social networks such as TV media and microblog,brand anthropomorphism,as a marketing means to establish the relationship between consumers and brands,is now widely used by major enterprises,and the means of enterprise anthropomorphism is also in constant development.From previously confined to the external aspects of the product or brand,to start trying to brand stories,through television advertisements and virtual social to shape the brand into "unity of form and spirit",make consumers are more likely to treat brands like people.,so the two dimensions of interpersonal perception(competency vs warmth)are applied to the consumer perception of the brand.One dimension refers to the confident,smart,efficient and other competency features perceived by consumers through anthropomorphic(competency-based brand anthropomorphic);The other dimension refers to the warmth,sincerity,kindness and other warmth features perceived by consumers through anthropomorphic(warmth-based brand anthropomorphic).At the same time,through actual cases,it is found that different products adopt the same type of brand anthropomorphism effect is quite different.Existing researches mostly explore the influence of brand anthropomorphism on consumer behavior from the perspective of whether or not the brand anthropomorphism has been carried out.Therefore,it is impossible to solve the practical problem ofhow to make an effective choice between the competency-based brand anthropomorphic and the warmth-based brand anthropomorphic.This study explores the difference of the influence of different types of products adopt different types of brand anthropomorphism on consumers' brand attitude and the moderating role of individual' need for cognition in this process.The results of three experiments show that:(1)for functional products,compared with the warmth-based brand anthropomorphic,the competency-based brand anthropomorphic will bring more positive brand attitude;For the hedonic products,compared with the competency-based brand anthropomorphic,the warmth-based brand anthropomorphic will bring more positive brand attitude.(2)compared with those with low cognitive needs,when people with high cognitive needs choose different brand anthropomorphism for different products,their brand attitudes are more different.The conclusion of this study enriches the theories of brand anthropomorphism and need for cogni-tion,and explains the influence of brand anthropomorphism on brand attitude from a new perspective: processing fluency of information.At the same time,it provides practical enlightenment for enterprises to adopt marketing strategies related to brand anthropomorphism.