Influence of mortality threats on anthropomorphized brand attitude: role of control and connectedness motives
| Date | 19 November 2024 |
| Pages | 417-431 |
| DOI | https://doi.org/10.1108/JPBM-05-2023-4528 |
| Published date | 19 November 2024 |
| Author | Liang Xiang,Hyun Jung Park |
Influence of mortality threats on
anthropomorphized brand attitude:
role of control and connectedness motives
Liang Xiang
College of Business, Guangzhou College of Technology and Business, Guangzhou, China, and
Hyun Jung Park
College of Business, Chungbuk National University, Cheongju, Republic of Korea
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 connectednes s 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 attitud es 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 theabsence 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 Anthropomorphism, Brand personification, Brand role, Consumer psychology, Mortality threat
Paper type Research paper
1. Introduction
Accidents, terrorist attacks, natural disasters, and media reports of
disease-related fatalities can trigger consumer awareness of
mortality, the inevitability of death. Pandemic-related information
intensified fear of death, disrupting fundamental human needs for
autonomy, control, and social connection (Cai et al., 2023;Jutzi
et al.,2023). Brands operate in environments with mortality
threats, yet consumer responses are underexplored (Landgraf
et al., 2023).
Thoughts of death can activate psychological defense
mechanisms, leading to changes in consumer behavior as a
coping strategy against existential threats (Pyszczynski et al.,
2021). Mortality threats may enhance preferences for higher-
status and luxury brands (Audrin et al.,2018) but can also lead
to resistance toward new products or brands (Boeuf, 2019;
Landgraf et al., 2023). Therefore, understanding the
mechanisms behind the impact of mortality threats on
consumer behavior and exploring brand strategies to help
consumers copewith these threats is crucial.
This study aims to understand how brand anthropomorphism
can help consumers face existential threats due to death
awareness. Marketers often assign human characteristics to
products and brands, a practice known as anthropomorphism.
Research indicates that social connectedness or control motives
(e.g. social exclusion, loneliness, sense of competence and
power) enhance consumer preference for anthropomorphism
(Chen et al.,2017;Kim and Kramer, 2015;MacInnis and
Folkes, 2017;Liu et al., 2022a). However, inconsistent findings
have been reported in studies examining the effects of infectious
disease cues on attitudes toward anthropomorphismduring the
pandemic (Ding and Xu, 2023;Whelan and Hingston, 2024).
These results underscore the need to explore the mediating role
of specific motives and their impact on anthropomorphic
products and brands across contexts.
This study proposes an integrated model to explain the
underlying mechanisms of consumer responses triggered by
mortality threats during and outside the pandemic. It
incorporates coping mechanisms related to mortality threats
into the motivations (Jonas et al., 2014) for adopting
anthropomorphic brands. Mortality threats can trigger anxiety
and a loss of control, leading to a desire to regain that control
The current issue and full text archiveof this journal is available on Emerald
Insight at: https://www.emerald.com/insight/1061-0421.htm
Journal of Product & Brand Management
34/3 (2025) 417–431
© Emerald Publishing Limited [ISSN 1061-0421]
[DOI 10.1108/JPBM-05-2023-4528]
The authors would like to express their sincere gratitude to the editor,
associate editor, and reviewers.
Received 21 May 2023
Revised 18 October 2023
11 March 2024
18 July 2024
27 October 2024
Accepted 29 October 2024
417
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