Anthropomorphism and Consumer Experience—Review and Future Research Agenda

Abstract

Anthropomorphism has widely been discussed in marketing literature as a concept that accounts for customer attitudes and behaviors. The study undertook a systematic literature review to reveal the relationship between anthropomorphism and customer experience. The review employed the Theory-Context-Construct-Methods (TCCM) framework, bibliometric analysis (performance analysis and scientific mapping), and systematic content analysis. 177 peer-reviewed journal articles published between 2003 and 2025 were selected. The analysis highlights the most prolific authors, articles, journals, various research streams, and prospective research directions. The findings include the most utilized theories, contexts, countries, and methodologies in anthropomorphic experience research. The study provides a structured framework that encapsulates the antecedents, moderators, mediators, and consequences of the phenomenon for future research. The insights derived from this analysis bear significant implications for researchers and marketing practitioners.