Anthropomorphism is when consumers are asked to imagine that the brand comes to life as a person and are asked what the brand is like in terms of its demographic characteristics, lifestyles, likes and dislikes.

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Anthropomorphism in marketing involves attributing human traits, emotions, or intentions to non-human entities, including brands. This approach helps consumers relate to the brand on a personal level, imagining it as a person with specific characteristics and preferences.

Anthropomorphism Is When Consumers Are Asked to Imagine That the Brand