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.