Anthropomorphism and consumer attitudes: a cross-cultural comparison of Kuwait and the USA
by Mohamed M. Mostafa; Hayat E. Albloushy
International Journal of Comparative Management (IJCM), Vol. 4, No. 1, 2021

Abstract: The term 'anthropomorphism' is derived from two Greek words signifying 'human form'. Anthropomorphism has recently received considerable academic attention. However, very limited previous research has addressed this topic cross-culturally. In this study, we fill this research gap by examining whether anthropomorphism affects consumers' comparative judgement in a cross-cultural setting involving Kuwait and the USA. Consistent with prior limited cross-national research on anthropomorphism, our results support the notion that consumers' comparative judgement is affected by anthropomorphised objects. Results also show that anthropomorphised objects elicit significantly different cross-cultural attitudes, lending strong support to the culture-specific hypothesis. The findings of our study represent an important contribution to the literature on anthropomorphism and they hold important theoretical and applied implications for cross-cultural research. From a practical perspective, results are also important for the different stakeholders who may want to consider using anthropomorphism to increase their strategic presence in the market.

Online publication date: Tue, 04-Jan-2022

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Comparative Management (IJCM):
Login with your Inderscience username and password:

    Username:        Password:         

Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email