Product designs that imitate human shapes,such as cellphone cases with ears or smiling backpacks,have become increasingly popular and aroused the attention of marketing researchers.Despite the growing body of the relevant literature,the field of cross-cultural differences in product anthropomorphism has been largely neglected so far.The current research addresses this gap and shows that the cultural variable Collectivism (as opposed to Individualism) increases the level of consumers’ anthropomorphism of products.Four studies demonstrate that this causal relationship exists within a culture (Studies 1a and 1b),across different cultures (Study 2) and that it can be manipulated through priming (Study 3).