Preference for partner or servant brand roles depends on consumers’ power distance belief

Anthropomorphism nests in both, persuasion, and marketing communications. This research examines anthropomorphized digital advertising brand message frames as either a servant or a partner. Across five studies, we demonstrate that the relationship between anthropomorphized digital advertising and willingness to pay/purchase intention depends on individual power distance belief. Low power distance belief consumers respond to brand-as-a-partner advertising more favorably while high power distance belief consumers are indifferent across both frames (Studies 1a–c). This conditional positive effect of partner message frame for low power distance belief consumers is mediated by consumers’ righteous anger induced by the message frame (Study 2 & 3). We conclude with contributions to theory, implications for practice, and directions for future inquiries.