A new study published in the Journal of the Association for Consumer Research posits that increased accessibility to anthropomorphized luck (i.e., "lady luck") can lead consumers to be more likely to ...

When the relationship norm is perceived as communal, a cute anthropomorphized spokescharacter using nonassertive language is more effective than a mature character using the same language. When the ...

A forthcoming study looks at how consumers anthropomorphize products, endowing a car or a pair of shoes with human characteristics and personalities. The researchers find that people are more likely ...

In an industry often defined by utilitarian needs and price-point competition, Bosch is taking a decidedly more “human”—or perhaps “robotic”—approach to its 2026 marketing strategy. With the launch of ...