Do Materialists Prefer the “Brand-as-Servant”? The Interactive Effect of Anthropomorphized Brand Roles and Materialism on Consumer Responses

Asia’s materialists: Reconciling collectivism and materialism

“…These findings explain why materialistic consumers seek to develop brand connections to make up for the lack of meaningful social connection and to assuage their sense of insecurity (Burroughs & Rindfleisch, 2002;Fournier, 1998). Kim and Kramer (2015) find that materialists are likely to perceive anthropomorphized brands as ''servants,'' defined as an outsourced provider of benefit, rather than ''partners,'' or the co-producers of benefits (Aggarwal & McGill, 2012). Materialistic consumers, therefore, prefer brands that promise to look after their needs (e.g., Volvo's positioning as a safety provider and protector) over brands that work with the consumer to meet their needs (e.g., Kellogg's positioning around weight-loss aid).…”

“…The self-oriented view of materialism contends that highly materialistic individuals are likely to pursue conspicuous consumption to engage in selfpromotion (Burroughs & Rindfleisch, 2002;Kim & Kramer, 2015). Thus, consumers who subscribe to self-oriented values are likely to consume conspicuously to promote status, popularity, and leadership (Kim & Kramer, 2015).…”

“…Thus, consumers who subscribe to self-oriented values are likely to consume conspicuously to promote status, popularity, and leadership (Kim & Kramer, 2015). Such motive reflects a need for distinctiveness.…”

“…Materialistic consumers, therefore, prefer brands that promise to look after their needs (e.g., Volvo's positioning as a safety provider and protector) over brands that work with the consumer to meet their needs (e.g., Kellogg's positioning around weight-loss aid). This is because insecure materialists seek relationships that allow them to express their dominance and need of social power (Kim & Kramer, 2015). To build a strong brand connection, however, materialists must engage with and invest heavily into understanding brand meanings to be able to compensate for their insecurity effectively and to communicate a more positive self-concept to others.…”

The Positive Influence of Attachment to Power-symbol Product

“…Also, consumers who feel financial or economic restraints, they tend to prefer material goods over experiential goods. [3]. However, consumers in reality often purchase bags or automobiles that symbolize status even without enough financial economic support.…”