Examining the effect of mortality salience on preference for anthropomorphic products

Research has shown that anthropomorphic products can compensate for the lack of belongingness and control. These findings suggest that anthropomorphic products may also protect against mortality salience, which has been shown in numerous research studies to be closely related to both belongingness and control motives. In two high-powered experiments, the present research aimed to investigate the effect of mortality salience on preference for anthropomorphic products and test the moderating role of three relevant factors, namely, belongingness, self-esteem, and attachment style. In the first study, we conducted a 2 (mortality salience: yes vs. no) x 2 (anthropomorphism: yes vs. no) between-subjects factorial design experiment. In the second study, we conducted a 2 (mortality salience: yes, no) x 2 (anthropomorphism: yes, no) mixed design experiment, in which we manipulated mortality salience between subjects and anthropomorphism within subjects. We found no evidence for the effect of mortality salience on preference for anthropomorphic products, nor for the moderating roles of belongingness, attachment style, or self-esteem. However, we found that anthropomorphism had a large, positive main effect on attitudes toward the product only when a non-anthropomorphic comparison was available. Theoretical and practical implications are discussed.