Presenta: Priyali Rajagopal, University of North Texas
Abstract:
Across six studies, we examine the consequences of anthropomorphizing digital channels (e.g., social media platforms, apps, review websites) on consumers’ memories of brand/product information (e.g., a visit to a retail store) that are shared using such platforms (e.g., social media posts, reviews). We find that anthropomorphism of the digital platform negatively affects memory for the original information, which, in turn, weakens consumers’ attitudes towards the brands featured in the content and increases their receptivity to competing brands. Further, we document the mediating role of perceived reliability. As anthropomorphism increases, digital channels are viewed as more reliable, and this increases consumers’ outsourcing of their memories to the channel. Our findings contribute to the literatures on anthropomorphism and information sharing by showcasing the consequences of anthropomorphizing digital channels on consumer memory for brand information shared in these contexts and brand outcomes that rely on this information (e.g., brand attitudes).
