http://www.sciencedaily.com/releases/2016/01/160105102216.htm

“Through their advertising, companies signal whether a brand is a partner or a servant,” Kim said in an interview. “Most consumers, materialists and nonmaterialists alike, just passively take in this information; they don’t waste a lot of cognitive energy on what it means. However, different consumers respond differently to the signals. When materialists encounter an anthropomorphized servant brand, they sense an opportunity to fulfill their need to dominate something. They would rather dominate other people, but socially that’s not an easy thing to accomplish. So, for this type of consumer, the next best thing is to dominate a servant brand.”