Abstract: Based on social interference theory and the research on anthropomorphic products, this paper explores the impact of social crowding and self-construal on anthropomorphic brand preferences and the underlying mechanisms. Through a field survey and two online experiments, this study finds that consumers with different self-construal respond differently to anthropomorphic brands when they are confronted with social crowding. Specifically, when consumers hold independent self-construal, social crowding leads to a low sense of control, which hinders the realization of important goals, and thus decreasing consumers' preferences for anthropomorphic brands. However, when consumers hold dependent self - construal, social crowding has a positive effect on anthropomorphic brands preference by stimulating social warmth perception. The conclusion of this study provides guidance for anthropomorphic brand's optimization of publicity strategy.

Key words: social crowding, self-construal, anthropomorphic brand, brand preference