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

Anthropomorphism nests in both, persuasion, and marketing communications. This research examines anthro-pomorphized 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/pur-chase 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.