Research Contributor

Brands that are anthropomorphized as "female" might struggle to break into new categories as consumers expect female brands to conform to gender stereotypes more than male ones, new research finds.

In a world where brands compete for our attention, creating emotional connections through anthropomorphism can make a significant impact. Professor Pankaj Aggarwal shares insights on the pros and cons of humanizing brands and how it's changing today.

A recent Rotman study shows that consumers pay attention to the size and type of companies they deal with, and they make certain judgement calls about customer service and competence.