How anthropomorphism attenuates the effect of psychological ownership on product‐to‐self judgment

When we own a product, it’s not uncommon to feel a sense of connection and identification with it. Consumers may even judge themselves by assimilating the characteristics of products they own. For instance, someone owning an innovative smartphone might feel more innovative.

In their recent study, Zhang (Renmin University of China), Zhou (Renmin University of China), and Yan (NYU Shanghai) sought to explore whether product‐level variables could impact product‐to‐self judgment. They aimed to understand why consumers tend to integrate certain products with the self while excluding others, even when experiencing psychological ownership of the product.

Through a series of three experiments, the researchers shed light on the interplay between psychological ownership, product anthropomorphism, and consumer self-perception. They found that the product-to-self judgment effect does not hold for anthropomorphized products: Consumers are less likely to categorize anthropomorphized products as part of the “Self.” Instead, they view these products as entities separate from their own self.

You can read more about the research of Zhang, Zhou, & Yan (2023) here.