Why Do We Anthropomorphize Corporations?

Source: Photo by Israel Andrade via Unsplash

Have you ever given your car a name? Or maybe, given polite words of encouragement to your computer when it breaks down, in the hope that it’ll start working again? If so, you’re not alone. As social creatures, we can’t help but see inanimate objects as having human-like traits. It’s a fundamental feature of human nature.

This process of assigning human-like traits to non-human entities is called anthropomorphizing. We do it to our pets, to our technology, and especially to corporations.

Personality traits are commonly associated with corporations. When you think about Apple, you probably think, “sleek, minimal, and smart." For Nike? “Ambitious and athletic” instantly come to my mind. So which personality traits are best? It turns out that the same qualities that you appreciate in fellow humans are also what you appreciate about brands. It comes down to the personality traits that your brain prioritizes the most.

Research pioneered by the social psychologist Susan Fiske finds that this fundamentally comes down to two specific traits: warmth and competence.

The Psychology of Human Judgment

Human beings are judgy. Within the first second of meeting someone new, your brain is already assessing them on these two dimensions. Warmth reflects their intentionality and considers whether they intend to do you harm, or treat you well. Competence is their ability to act on these intentions.

These judgments of warmth and competence account for a huge amount of the variance in how much you like the person overall. If you see them as warm and competent, then you’re good. If not, you’ll be wary, and won’t trust them.

Source: Photo by Drew Hays via Unsplash

The same is true for companies. Evidence suggests that warmth and competence are the two most important traits when it comes to driving brand loyalty, and they predict key outcomes such as net promoter scores and the likelihood to refer a friend.

Brands that are high on warmth and competence include some of the most beloved, such as Campbell’s, Hershey’s, and Coca-Cola. Those who are low in these areas include cigarette companies.

Government-run entities such as the US Postal Service or non-profit organizations are often judged to be warm but not competent, leading to a sense of ambivalence.

The Psychology of Intentions and Agency

Interestingly, there are a few brands judged to be competent and not warm. All of these belong to a single category: luxury. This, of course, fits the stereotype of the rich consumer: cold, yet successful.

Luxury sectors aside, if you had to choose one over the other, warmth would be the choice. Research in marketing psychology suggests that feelings of warmth is primary. So how can a brand exude warmth? Put simply, by demonstrating its good intentions for the customer’s well-being. And ultimately, is a crucial element of branding.

Intentionality is key. Much more so than the end result, customers are sensitive to the perceived “why” behind a brand’s actions and its communications. Are they doing this merely to make a sale? Or are they concerned about me, the person? Research finds that, in many instances, the intentions behind the action are just as important as the action itself.

At the same time, it's the perception of intention that produces feelings of agency. Intentions are key to anthropormization. And ultimately, produces the feeling an inanimate entity—in this case a corporation—has a distinct set of personality characteristics, just like a human being.

This post also appeared on the consumer psychology blog NeuroScience Of.