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首页> 外文期刊>Journal of Marketing >Should Anthropomorphized Brands Engage Customers? The Impact of Social Crowding on Brand Preferences
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Should Anthropomorphized Brands Engage Customers? The Impact of Social Crowding on Brand Preferences

机译：拟人化的品牌应该吸引顾客吗？社会拥挤对品牌偏好的影响

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摘要

Anthropomorphizing a brand (i.e., imbuing a brand with humanlike features) serves as an important brand positioning strategy for marketing managers. This research identifies a key brand anthropomorphization strategy-positioning a brand as either oriented to interact with consumers or not. Managers generally rely on this brand interaction strategy to enhance consumer brand engagement regardless of the social context. However, given that consumers often experience brands in a social context, this research demonstrates that social crowdedness moderates the positive impact of interaction-oriented anthropomorphized brands on consumer brand preferences. Specifically, the authors show that consumers' inferences of an anthropomorphized brand's intentionality to interact with them in a socially crowded context trigger greater social withdrawal, thereby resulting in lower preferences for the brand. The authors further demonstrate that the core negative effect of social crowdedness is contingent on the type of crowding (goal-related vs. goal-unrelated). In particular, a goal-related crowding decreases social withdrawal reactions, which, in turn, leads to greater preferences for interaction-oriented anthropomorphized brands relative to brands with other positioning strategies. In contrast, the effect of social crowdedness on consumer preferences for interaction-oriented anthropomorphized brands remains negative in goal-unrelated crowded settings.
机译：拟人化品牌（即，将品牌赋予人性化特征）是营销经理的重要品牌定位策略。这项研究确定了关键的品牌拟人化策略，即将品牌定位为与消费者互动或不与消费者互动。经理通常依靠这种品牌互动策略来增强消费者的品牌参与度，而不管其社交环境如何。但是，考虑到消费者经常在社会环境中体验品牌，这项研究表明，社会拥挤度减轻了互动型拟人化品牌对消费者品牌偏好的积极影响。具体来说，作者表明，消费者对拟人化品牌在社交拥挤的背景下与他们互动的意图的推断会引发更大的社会退缩，从而导致对品牌的偏好降低。作者进一步证明，社会拥挤的核心负面影响取决于人群的类型（目标相关与目标无关）。尤其是，与目标相关的拥挤会减少社交退缩反应，进而导致相对于具有其他定位策略的品牌，人们更倾向于以互动为导向的拟人化品牌。相反，在与目标无关的拥挤环境中，社交拥挤对面向交互的拟人化品牌的消费者偏好的影响仍然是负面的。

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