Someone Like Us

Abstract

This study analyzes the development of anthropomorphism research in consumer behavior over the last three decades, with a particular focus on emerging countries. A dataset of 475 articles was collected from the Web of Science database, using the keywords “anthropomorph*” and “consum*”. The study includes graphics related to annual scientific production, corresponding author's country, most cited countries, most relevant sources, word cloud, word tree, trend topics, and thematic map, revealing the visualization technique. The meta-analysis aims to create a comprehensive framework for articles on anthropomorphism in consumer behavior published in the last 30 years, with a specific focus on emerging countries. The study will examine the anthropomorphism studies carried out in these countries separately and make suggestions for anthropomorphism applications that can be applied in consumer behavior in emerging countries, comparing the general findings to those from emerging countries.