Research from Pitt et al found that “our brains understand and analyze the actions of corporations and people very similarly”. This suggests that our brains respond to corporations as if they are people.
This is not too surprising in that corporations spend millions of dollars branding themselves. The emotional side of the branding gives the corporations a persona or a personality. We know this because we can do personality tests on brands to get a perceived description. What is interesting is that most corporations are perceived as male.
So what you may ask? Well if females are responsible for over 80% of purchases maybe you should be reconsidering whether or not your company branding is as correct as you may have thought.