Brands often employ spokespersons to serve as the face of their organization and
spokespersons characteristics can influence consumer behavior. We examined whether a …

Purpose Attachment theory is emerging as an important theoretical foundation in marketing
because of the relational nature of consumption, but little guidance exists as to which of …

Social patterns and roles can develop when users talk to intelligent voice assistants (IVAs)
daily. The current study investigates whether users assign different roles to devices and how …

In two studies, we investigated the correlates of anthropomorphism, the attribution of
unobservable mental states to inanimate entities and non‐human animals. In Study 1, we …

Altruism is an effective method of coping with threats. This research explored the
relationship between childhood socioeconomic status (SES) and altruism under different …

Assigning human characteristics to products and brands (ie, anthropomorphism) is a tactic
commonly adopted by marketers. However, researchers have recently highlighted the …

The term'anthropomorphism'is derived from two Greek words signifying'human form'.
Anthropomorphism has recently received considerable academic attention. However, very …

Background The rapid increase in the pace of globalisation has been met with increased
calls for sustainability as a means to entrepreneurship development. As entrepreneurship …

This research examines anthropomorphism by testing the values that people attribute to
electronic devices. We ask four main questions: Do people attribute human values to …

Relational attachment theory is among the most extensively researched psychological
theories, and offers numerous applications for financial advising and wealth management …