Exploring the spectrum of human perception in Marketing: Anthropomorphism, animism and pareidolia

Abstract

This study explores the spectrum of human perception humanisation, animism, anthropomorphism, pareidolia, and infra-humanisation highlighting their psychological underpinnings and applications in marketing. The research investigates how these concepts shape consumer-brand relationships, influence brand perception, and create emotional engagement. By integrating theoretical frameworks and real-world examples, the study identifies critical gaps in understanding the interplay between these phenomena in the context of branding. Propositions are developed to examine how these concepts can enhance emotional resonance, brand loyalty, and consumer trust. A qualitative approach is employed to analyze marketing strategies that utilize these mechanisms. The findings reveal that effective application of these concepts fosters stronger consumer-brand relationships, though excessive reliance or misapplication may lead to unintended consequences. The study concludes with insights for marketers, addressing limitations and proposing future research directions to deepen understanding of these psychological phenomena in branding.