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Influence of mortality threats on anthropomorphized brand attitude: role of control and connectedness motives

Liang Xiang, Hyun Jung Park

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 19 November 2024

Issue publication date: 20 February 2025

150

Abstract

Purpose

This study aims to provide a new perspective on the impact of mortality threats on consumer behavior through the lens of brand anthropomorphism. It examines the mediating effects of control and connectedness motives and the moderating effects of brand roles on the relationship between mediators and brand attitudes.

Design/methodology/approach

A preliminary study explored the relationship between pandemic-induced mortality threats and attitudes toward anthropomorphized brands. Study 1 investigated the underlying mechanism, and Study 2 examined the moderating effects of servant or partner roles. Study 3 confirmed the mortality threat effect on anthropomorphic brand attitudes in the absence of the pandemic.

Findings

The study revealed that mortality threats enhanced the desire for control and connectedness, which strengthened attitudes toward anthropomorphized brands. The results also indicated matching effects between the motivations for anthropomorphism and brand roles.

Originality/value

This research offers novel insights into the effects of pandemic-induced mortality threats and mortality threats in non-pandemic contexts on anthropomorphic motives. It highlights the influence of these psychological needs on consumer responses to brand roles and provides insights for brand management during a crisis.

Keywords

Acknowledgements

The authors would like to express their sincere gratitude to the editor, associate editor, and reviewers.

Citation

Xiang, L. and Park, H.J. (2025), "Influence of mortality threats on anthropomorphized brand attitude: role of control and connectedness motives", Journal of Product & Brand Management, Vol. 34 No. 3, pp. 417-431. https://doi.org/10.1108/JPBM-05-2023-4528

Publisher

:

Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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