This research investigates the relationship between consumers’ moral identity and their preference for anthropomorphized brands. In three studies, we find that higher moral identity is consistently associated with greater preference for anthropomorphized (vs. nonanthropomorphized) brands. Higher moral identifiers’ perceptions of an anthropomorphized brand as being more 'human-like' mediates this effect.

4.5 New Perspectives on Anthropomorphism: Examining the Role of Anthropomorphism in Financial Decision-Making and Consumer Welfare - no. 3