While considerable research has examined information search behavior, little is known about factors that impact how individuals judge the value of the information they receive. We argue that the extent to which an information seeker judges information to be valuable depends on the breadth and...

We review a growing body of research in consumer behavior that has examined when consumers humanize brands by perceiving them as like, part of, or in a relationship with themselves. One research stream shows that sometimes consumers perceive brands as having human-like forms, minds, and...