BEGIN:VCALENDAR
VERSION:2.0
PRODID:-//Talks.cam//talks.cam.ac.uk//
X-WR-CALNAME:Talks.cam
BEGIN:VEVENT
SUMMARY:Moral Identity and Brand Anthropomorphism - Dr. Eric Levy (Univers
 ity of Cambridge)
DTSTART:20171129T103000Z
DTEND:20171129T120000Z
UID:TALK96193@talks.cam.ac.uk
CONTACT:Luke Slater
DESCRIPTION:Across five studies\, this research investigates the relations
 hip between consumers’ moral identity internalization and their preferen
 ce for anthropomorphized brands. We propose and find that higher moral ide
 ntity internalization\, whether chronic or situationally activated\, incre
 ases people’s sensitivity to the human-ness and emotional expressions of
  anthropomorphized brands. In turn\, this sensitivity to human expression 
 affects brand attitudes and choice. We draw on theories of the expanding c
 ircle of moral regard\, and morality as mind perception\, to support our p
 redictions.  \nSpecifically\, we demonstrate that higher moral identity in
 ternalization is consistently associated with greater preference for anthr
 opomorphized (vs. non-anthropomorphized) brands when the brand is neutral 
 or friendly. However\, when the anthropomorphized brand is aggressive\, we
  find a negative relationship between moral identity internalization and b
 rand preference. We show that perceptions of the human-ness and friendline
 ss of the anthropomorphized brand is the psychological mechanism driving t
 hese effects (moderated-mediation). This research is the first to demonstr
 ate that the extent to which people view an anthropomorphized brand as hum
 an\, the and resulting downstream effects on brand attitudes and preferenc
 e\, can differ. It also demonstrates a novel entity to which higher moral 
 identity internalizers are willing to extend their moral regard: anthropom
 orphized brands.
LOCATION:LT1\, Cambridge Judge Business School
END:VEVENT
END:VCALENDAR