April 2, 2013

Putting a human face on a product: when brand humanization goes wrong




When companies put a human face on their brand, the public usually responds positively. This advertising approach has brought us alarm clocks with sleepy faces and color-coated chocolate candies with legs and arms.

But a new study, published online ahead of print in the Journal of Marketing, finds there is a greater backlash by the public when a product branded with human characteristics fails.

Lead author Marina Puzakova, an assistant professor of marketing at Oregon State University, said even though consumers can tell a camera designed with human characteristics such as little eyes and legs isn’t a person, the very act of humanizing a product can be a powerful tool.