When brand anthropomorphism alters perceptions of justice: The moderating role of self-construal

This research investigates the interplay between brand anthropomorphism and self-construal on evaluations of distributive and procedural justice. We show that consumers with independent self-construal, who value equitable exchanges in their relationships with others, react more negatively to instances of distributive injustice when a brand is anthropomorphized (vs. non-anthropomorphized). In contrast, we find that consumers with interdependent self-construal, who focus on the needs of others, react less negatively to situations of distributive injustice when a brand is anthropomorphized (vs. non-anthropomorphized). However, because fair procedures signal acceptance by others, we show that interdependents evaluate procedural injustice particularly negatively in the instances of brand anthropomorphism. We offer in-depth insights into the interplay between brand anthropomorphism and self-construal in situations where distributive and procedural types of justice interact with each other. Finally, this research provides critical managerial evidence showing that marketers can strategically embed cues within their marketing communications that activate either an independent or an interdependent self-construal in order to manage consumer reactions to perceived marketplace injustice when a brand is anthropomorphized (vs. non-anthropomorphized).