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Consumer preferences for human uniqueness in marketing communications

Abstract Brand images that remind us of our similarities with other animals are not uncommon in marketing. Conversely, research indicates that we hold subconscious preferences for human distinctiveness from all other animals as a means to defend existentially related self-esteem. The current research explores the different conditions in which these preferences materialize and are reversed. Consumers with high levels of existential anxiety reveal more favorable brand attitudes after being exposed to advertisements promoting human uniqueness as opposed to human–animal sameness. These effects also lead to increased donation likelihood toward a charitable organization fighting for the preservation of endangered species. Interestingly under conditions of low existential anxiety, these effects reverse.