If Doughnuts Could Talk They'd Tell You To Take The Elevator Instead Of The Stairs

Humanizing a brand can influence consumer behavior in a healthy or unhealthy direction - depending on how they envision the brand, according to a new study in the Journal of Consumer Research. "This research suggests that people's behavior will be influenced by the brands they have been asked to think about," write authors Pankaj Aggarwal (University of Toronto) and Ann L. McGill (University of Chicago). The authors conducted three laboratory studies where they asked half of the participants to imagine well-known brands as coming to life as a person (anthropomorphizing)...

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