“Ouch!” When and why food anthropomorphism negatively affects consumption

Anthropomorphism is a widely used communication strategy—especially popular to promote food products. The current research examines the novel idea that anthropomorphism negatively affects consumption—reducing consumption amount and deteriorating experience. I argue show this negative effect occurs because anthropomorphizing grants product perceived capacity feel pain, which it increases immorality of consumption. In support process, demonstrate manifests only among warm-hearted (vs. cold-hearted) consumers in purchase) decisions. Doing so not extends theory by providing more nuanced understanding how respond anthropomorphism, but also allows formulate managerial guidelines for implementation strategy.