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Anthropomorphism and consumer behaviour: A SPAR‐4‐SLR protocol compliant hybrid review by Fateh Mohd Khan; Mohammad Anas; S. M. Fatah Uddin is a Business, Management and Accounting article available to read on EtoBox.

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## Abstract The notion of ‘anthropomorphism’ has been a subject of intrigue for transdisciplinary academics and scholars for the longest time, as the origin of this concept dates back to the BCE (Before Common Era). Over the past few decades, anthropomorphism literature has been burgeoning in the marketing discipline and its subfields (branding, advertising, consumer behaviour, etc.). This relatively novel stream adopts anthropomorphism as a concept and offers fascinating insights into consumers and their choices, behaviour, and intentions. Although there have been several qualitative review‐based assessments of anthropomorphism within the marketing field, none have been informed by quantitative tools or through a framework‐based approach. Our hybrid variant of systematic review fills this gap by using bibliometric techniques (performance analysis, co‐authorship analysis of countries and authors, and co‐word analysis of keywords) and Theories‐Context‐Characteristics‐Methods (TCCM) framework to show the __evolution__, __trends__, __and intellectual structure of anthropomorphism__ in consumer behaviour research. We depict the evolving trajectory and trends over time using a sample of

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Author

Fateh Mohd Khan; Mohammad Anas; S. M. Fatah Uddin

Publisher

Wiley

Published

2023

Field

Business, Management and Accounting (Social Sciences)