Social Consumption Theory Are ConsumerBrand Relationships Directly Motivated

Social Consumption Theory: Are Consumer-Brand Relationships Directly Motivated by Social Needs Aaron Ahuvia & Philipp Rauschnabel University of Michigan-Dearborn & University of Bamberg Consumer Brand Relationship Colloquium 2013, Rollins

Interpersonal Relationships & Consumer Brand Relationships Some people use brand to get access to other consumers Some people who have satisfied social needs tend to create CBRs ? Some people see brands or possessions directly as relationship partners Some people who have unmet social needs tend create CBRs

Interpersonal Relationships & Consumer Brand Relationships Target: Create or Strengthen Relationships With. . . Loneliness Type 1: Instrumental Positive Disposition Towards Relationship Motive People Associated with the Brand Type 3: Object Markers The Brand Itself Type 2: Compensatory a. b. c. Booby prize Substitution Anesthetic Type 4: Complimentary

Study 1 Why do people Anthropomorphize? Two primary motivations ● ● Sociality motivation (create a relationship with a brand) Effectance motivation (understand complex things more easily) Methodology ● ● Survey (1, 105 German respondents) Focus: Favorite brand of shoes, cloths, chocolate, or body care

Motivations and Brand Love

Study 1: Anthropomorphism as an important Predictor of Brand Love Anthropomorphism �R² = 22. 5% BRAND LOVE Brand Quality �R² = 1. 2% Finding 1: Anthropomorphism is a much better predictor of brand love and its subdimensions than brand quality – except for attitude valence.

Anthro predicts brand love – but for whom? Study 1 showed: Human-Like brands are more prone to be loved! But it is still unclear if…. ● ● anthropomorphizing brands is an individual difference variable (Study 2) The effect of H 1 differs among lonely people… (Study 3)

Study 2: Anthro-Tendency, Perceived level of Anthropomorphism, and Brand Love Hypotheses: ● ● 309 US-students were surveyed about their current used phone brand their tendency to anthropomorphize Anthro-Tendency based on respondents’ four special possessions Perceived Level of Anthropomorphism of a Brand b=. 480*** b=. 619*** b=. 166*** Consumers Tendency to Anthropomorphism b=. 634*** Mediation: b=. 102 n. s. Brand Love ***p<. 001; n. s. : p>. 10 Unstandardized coefficients presented only

Study 2: Discussion ● ● ● People who tend to anthropomorphize in General also tend to anthropomorphize brands; for those people, anthropomorphic traits of a brand are more important in predicting brand love Tendency to anthropomorphize is mediated by a brand‘s level of perceived anthropomorphism We developed a new Tendency to Anthropomorphism-Measure

Study 3: Extension of our Findings: Loneliness and Extension on Possession Research Questions: ● ● ● Can brand love be adapted to products (possessions)? Do lonely people really love brands more than none lonely people? Are anthropomorphic brand/possession traits more important for lonely people? Perceived Level of Anthropomorphism Brand Love Loneliness Survey: ● 284 internet users were surveyed about their car (n=143) or their phone (n=140) ● Brand love mini scale (eight items) ● Loneliness-Trait (SELSEA-scale)

Study 3: Compensatory Effect on Brand Love Perceived Level of Anthropomorphism Cars: b=. 445*** Phones: b=. 516*** Cars: b=. 085 n. s. Phones: b=. 027 n. s. Loneliness Brand Love Cars: b=. 173** Phones: b=. 086 n. s. ***p<. 001 **p<. 05 *p<. 10 n. s. p>. 10 Unstandardized coefficients presented only

Study 3: Compensatory Effect on Possession Love Perceived Level of Anthropomorphism Cars: b=. 820*** Phones: b=. 516*** Cars: b=. 165** Phones: b=-. 056 n. s. Loneliness Possession Love Cars: b=. 218** Phones: b=. 104 n. s. ***p<. 001 **p<. 05 *p<. 10 n. s. p>. 10 Unstandardized coefficients presented only

General Discussion ● ● ● People love brands mostly because they are “humanlike”. People who anthropomorphize (and love) brands are people who also anthropomorphize other things in their daily live. Brands & possession can compensate lacks of social relationships PARTIAL SUPPORT FOR THE COMPESATION-EFFECT ● ● ● The Compensation-Effect only occurs for cars but not for phones Possible Explanation: Phones are useless for lonely people. Effect is weaker for brands than for possessions.