Abstract:

 In light of social exclusion and the sociometer theory, this study proposes that when individuals are socially excluded, they are willing to pay (WTP) more for anthropomorphized brands than those who are not, because anthropomorphized brands provide a quasi-social relationship. This study further posits that socially excluded consumers prefer different role (servant vs. partner) of anthropomorphized brands given different level of self-esteem (SE) to meet their needs for control recovery. HSE (vs. LSE) consumers are willing to pay more for a servant-like brand because such brands helps them recover from low control by regaining a master role. In contrast, HSE and LSE consumers have no significant differences in WTP for a partner-like brand.

Key words: anthropomorphized brand, partner/servant brand role, social exclusion, self-esteem, need for control recovery