Source
The Things We Love
Aaron Ahuvia
Aaron Ahuvia's book on anthropomorphic branding and consumer psychology — how brands that take on human-like characteristics (faces, personalities, mascots) shape buying, loyalty, and brand love, and the double-edged risk that an anthropomorphized product provokes stronger anger, not just stronger affection, when it fails to perform.
Discussed in
- Episode 115 — Could you fall in love with AI (founding citation)
- Episode 294 — 294-what-makes-a-good-logo