Influence of mortality threats on anthropomorphized brand attitude: role of control and connectedness motives

Purpose This study aims to provide a new perspective on the impact of mortality threats on consumer behavior through the lens of brand anthropomorphism. It examines the mediating effects of control and connectedness motives and the moderating effects of brand roles on the relationship between mediators and brand attitudes. Design/methodology/approach A preliminary study explored the relationship between pandemic-induced mortality threats and attitudes toward anthropomorphized brands. Study 1 investigated the underlying mechanism, and Study 2 examined the moderating effects of servant or partner roles. Study 3 confirmed the mortality threat effect on anthropomorphic brand attitudes in the absence of the pandemic. Findings The study revealed that mortality threats enhanced the desire for control and connectedness, which strengthened attitudes toward anthropomorphized brands. The results also indicated matching effects between the motivations for anthropomorphism and brand roles. Originality/value This research offers novel insights into the effects of pandemic-induced mortality threats and mortality threats in non-pandemic contexts on anthropomorphic motives. It highlights the influence of these psychological needs on consumer responses to brand roles and provides insights for brand management during a crisis.