The Influence of Product Personification on Consumer Emotional Connection and Purchase Intention —— Take MIXUE as an Example

Abstract

In the context of rapid digitalization, product personification has become a key marketing strategy. This study examines its impact on consumers' emotional connections and purchase intentions, using MIXUE as a case study. As consumer behavior evolves, understanding the effectiveness of product personification is essential. Theoretically, the study enriches marketing theory, especially in consumer psychology and brand management. Practically, it offers guidance for brand marketing decisions. Using process tracking, the research analyzes how MIXUE builds brand awareness and affinity through anthropomorphic image building, creating strong emotional connections with consumers. Results show that MIXUE reduces the psychological distance between the brand and consumers with personified design elements (e.g., the snowman identity, high saturation colors, and expressions) and marketing communications (e.g., social media interactions, offline activities, and the theme song). These strategies enhance emotional resonance, brand loyalty, and purchase intention. Anthropomorphic strategies are crucial in the consumer purchase path, aiding final purchase decisions through initial emotional connections. In conclusion, this study reveals the effectiveness of product anthropomorphic strategies in real markets and provides insights for other brands. Understanding and utilizing these strategies helps brands stand out and achieve long-term value in a competitive market.