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None of my business: The impact of anthropomorphism on helping behavior in access-based consumption

Author

Listed:
  • Chen, Jiuqi
  • Wu, Peixuan
  • Feng, Wenjin
  • Jiang, Yushi
  • Fan, Youqing

Abstract

Access-based services benefit the environment by reducing energy consumption and improving resource efficiency, and thus have achieved worldwide popularity in recent years. Although anthropomorphism is common in access-based services and has considerable benefits, it may also have negative effects on these services. However, previous studies have not explored consumer proactive helping behavior after problems occur in access-based services. Therefore, the present study aimed to address this gap through four studies. Our findings demonstrated that when a shared product is in a negative state, anthropomorphism inhibits consumer helping behavior (Study 1). This effect is driven by responsibility attribution, wherein anthropomorphism (vs. non-anthropomorphism) encourages consumers to attribute the negative state to the shared product (Study 2). Notably, the negative effect of anthropomorphism on helping behavior is reversed when anthropomorphic features align with a baby schema (Studies 3a and 3b) or when consumers exhibit an interdependent self-construal (Study 4).

Suggested Citation

  • Chen, Jiuqi & Wu, Peixuan & Feng, Wenjin & Jiang, Yushi & Fan, Youqing, 2025. "None of my business: The impact of anthropomorphism on helping behavior in access-based consumption," Journal of Business Research, Elsevier, vol. 201(C).
    • Handle: RePEc:eee:jbrese:v:201:y:2025:i:c:s0148296325005090
    DOI: 10.1016/j.jbusres.2025.115686
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    References listed on IDEAS

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