Pairing People with Products: Anthropomorphizing the Object, Dehumanizing the Person

We present the first empirical integration of anthropomorphism and dehumanization, two intrinsically linked processes representing the extent to which the concept of humanness is activated for a given target. Across several experiments, we demonstrate that pairing a person and object in an ad, while focusing respondent attention on the object, leads to its being anthropomorphized and evaluated better compared to presenting it alone. However, compared to presenting a person alone, the same pairing leads to inferior evaluations of the person through a process of dehumanization. We rule out two alternative explanations for these effects, namely the transfer of an object's qualities to the person and consumption associations, and conduct a post-test that provides additional support for our proposed activation/inhibition of humanness account. Finally, we inspect several moderators, finding that anthropomorphism only occurs with moderately and highly functional objects and dehumanization occurs irrespective of the person's gender or fame. By incorporating the literature on dehumanization, we propose new research questions to motivate future inquiry.