This article examines the motivational consequences of anthropomorphizing the means of goal pursuit. Eight studies show that consumers are more motivated to pursue fitness and academic goals with anthropomorphized (vs. nonanthropomorphized) means because such means elicit a greater sense of companionship and thus stronger beliefs that (1) goal pursuit is enjoyable (perceived enjoyability) and that (2) the goal is attainable (goal expectancy). The authors first find that participants work out harder when using an anthropomorphized (vs. nonanthropomorphized) treadmill (Study 1) and jump rope (Study 2). They then show that this effect occurs due to a greater sense of companionship, which in turn increases both perceived enjoyability and goal expectancy (sequential mediations; Study 3). They further demonstrate these underlying mechanisms through moderation: The effect attenuates when a human companion is present (Study 4), for means perceived as inherently fun (Study 5), and when self-efficacy is high (Study 6). Study 7 identifies a boundary condition: The effect disappears when the means take on a supervisor (rather than partner) role. Finally, Study 8 shows the downstream consequence of the effect on subsequent choice of means. These findings contribute to research on motivation and anthropomorphism, with practical implications for marketers and consumers.
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