Think versus feel: two dimensions of brand anthropomorphism

Purpose This paper aims to clarify an important nuance by proposing that people attribute human mind to brands on two distinct dimensions: think and feel. Design/methodology/approach Eight studies were conducted to first develop and validate the 14-item Brand Anthropomorphism Questionnaire, and then to investigate how the two subscales, think or feel dimensions, influence consumer moral judgment of brands. Findings This research developed a 14-item Brand Anthropomorphism Questionnaire with two subscales, which are psychometrically sound and show discriminant validity with regard to existing brand constructs. Furthermore, think or feel brand anthropomorphism dimensions can predict consumers’ moral judgment of brands. Research limitations/implications The present research offers preliminary evidence about the value of distinguishing between think brand and feel brand in consumer moral judgment. Further research could investigate other potential impact of the two dimensions, and possible antecedents of think/feel dimensions. Practical implications Managers can use the scale for assessment, planning, decision-making and tracking purposes. In addition, in the event of brand scandal or brand social responsibility activities, public-relations efforts can use the findings to earn or regain the trust of consumers, as this research demonstrates that marketers can shape (tailor) the feel or think dimensions of brand perception to change consumers’ moral judgment of the brands. Originality/value This research makes theoretical contribution to the brand anthropomorphism literature by differentiating the two dimensions and exploring the influence of anthropomorphism of consumer moral judgment.