Consumer Anthropomorphism and Happiness: Analysis of the Brand Authenticity Effect

Document Type : Research Paper


1 Associate Prof., Department of Business Management, Institute for Management and Planning studies, Tehran, Iran.

2 MSc., Department of Business Management, Institute for Management and Planning studies, Tehran, Iran.


The human mind, with the help of anthropomorphism, makes every unknown thing that it knows less like the most familiar thing that it knows the most, i.e. a human being (himself). The process of anthropomorphism refers to the special desire of humans to attribute human characteristics to non-human beings, which can provide a basis for greater satisfaction. Given that people naturally tend to attribute human characteristics to beings, objects, and phenomena, and many researchers consider this tendency an essential tool for comprehending factors beyond human nature, it can serve as a foundation for enhancing customer satisfaction. This study aims to investigate the impact of brand anthropomorphism on consumer happiness, considering both emotional and cognitive aspects, and to examine the mediating role of brand authenticity across four dimensions: continuity, correctness, symbolism, and credibility.
The current research adopts a quantitative approach with a confirmatory purpose. It is conducted using a survey methodology. The survey method was used to test hypotheses, and four hypotheses were developed and tested based on theoretical models derived from research literature. To gather data on the anthropomorphism of the LG brand, standardized questionnaires, consistent with quantitative research methods, were distributed to participants online. Cronbach's alpha coefficient and composite reliability were used to evaluate the reliability of the research measurement model. In this study, smart_pls software was used for data analysis.
The findings of the study indicate that anthropomorphism plays a significant role in shaping consumer happiness. Furthermore, the research underscores the positive and meaningful relationship between brand anthropomorphism and brand authenticity. Importantly, brand authenticity is found to have a favorable impact on consumer happiness. One of the noteworthy findings is that brand authenticity serves as a mediator, effectively explaining how brand anthropomorphism influences consumer happiness. In essence, this means that consumers' perceptions of a brand as humanlike contribute to their happiness, partially through the lens of brand authenticity. These insights provide valuable implications for businesses looking to enhance consumer satisfaction and engagement through anthropomorphic brand strategies.
Research in the literature provides compelling evidence supporting the conclusion that anthropomorphism leads to an increase in positive emotions while simultaneously reducing negative emotions. Given that authenticity is considered a positive attribute in today's society; consumers tend to rely on brand authenticity based on a communication style relying on happiness and a brand's roots (symbol). Furthermore, our findings demonstrate that brand authenticity exerts a positive influence on consumer happiness, underscoring the significance of psychological feelings of authenticity in promoting mental well-being. In a broader context, the findings of this current research provide a conclusive response to the recurrent question in the research literature: Does anthropomorphism have an impact on the mental well-being and happiness of consumers? Based on our findings, the practice of anthropomorphizing a brand, which involves attributing human characteristics to the brand, whether through direct or indirect means and facilitated by the mediating role of brand authenticity, ultimately leads to consumer happiness. The results of this study offer a fresh perspective on the dynamics of consumer-brand relationships, potentially influencing the way we approach this topic. Additionally, the study offers valuable insights that can guide future research endeavors in this area.


Main Subjects

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