Brands in Disguise: The Role of Anthropomorphism in Crisis Communication

Abstract

In the midst of a crisis, as public pressure and consumer expectations are elevated, companies may resort to humanizing their brands in order to mitigate the damage and potentially regain consumer trust and seek forgiveness. By implementing theories of anthropomorphism, this study explores how consumers’ perceptions change when exposed to anthropomorphic crisis communication. Previous research sought to understand and make use of brand anthropomorphism within the confines of marketing and sales. However, in this study, anthropomorphism is explored within the framework of crisis communication, combining business, psychology, and linguistics. The aim of this study is to further the knowledge associated with brand anthropomorphism by ana-lysing how consumers perceive anthropomorphic crisis communication and the possible ele-ments that can act as moderators of consumer trust and forgiveness. By adopting a qualitative research approach, semi-structured interviews were conducted with a group of individuals. In addition to general questions about brand anthropomorphism and crisis communication strategies, participants were presented with an anthropomorphized brand nav-igating a crisis, and were asked to read and evaluate two apologies issued by the brand as a first response to the crisis at hand. Their evaluations were based on their thoughts, feelings, and opinions about the apologies. A first traditional corporate apology was in the form of a CEO statement. A second one was in the form of an anthropomorphic apology by the brand’s mascot. The results of this study demonstrate how anthropomorphism can constitute a key advantage for brands managing crises, if used properly. The findings saw the emergence of three main el-ements that decided how consumers reacted to both apologies. These are rational minds, emo-tional minds, and balanced minds. Rational minds gravitate toward traditional corporate apolo-gies. Emotional minds are more drawn to anthropomorphic apologies. And Balanced minds usu-ally prefer to combine the two. Furthermore, transparency, responsibility, and taking action were established as precursors to consumer forgiveness and trust during crises. The context of the crisis including the type of brand being investigated, the prior relationship of the participants with the brand, and how much they care or relate to the crisis also plays a role in determining how anthropomorphism in crisis communication is perceived. This research study was able to provide a new perspective and a new layer to the potential use of brand anthropomorphism by applying it to crisis communication strategies. Moreover, it high-lights the different components that consumers evaluate when deciding to forgive and place their trust in a brand anew. Essentially, it contributes to the existing literature by bringing a fresh new perspective to a phenomenon as old as time.