The notion of ‘anthropomorphism’ has been a subject of intrigue for transdisciplinary academics and scholars for the longest time, as the origin of this concept dates back to the BCE (Before Common Era). Over the past few decades, anthropomorphism literature has been burgeoning in the marketing discipline and its subfields (branding, advertising, consumer behaviour, etc.). This relatively novel stream adopts anthropomorphism as a concept and offers fascinating insights into consumers and their choices, behaviour, and intentions. Although there have been several qualitative review-based assessments of anthropomorphism within the marketing field, none have been informed by quantitative tools or through a framework-based approach. Our hybrid variant of systematic review fills this gap by using bibliometric techniques (performance analysis, co-authorship analysis of countries and authors, and co-word analysis of keywords) and Theories-Context-Characteristics-Methods (TCCM) framework to show the evolution, trends, and intellectual structure of anthropomorphism in consumer behaviour research. We depict the evolving trajectory and trends over time using a sample of 432 peer-reviewed journal articles and 27,671 secondary references (between 2005 and 2023) on anthropomorphism in consumer behaviour. Significant results include identifying and describing the most influential authors, articles, journals and countries, different research streams, their development, and future research directions. We also present six knowledge clusters delineating the intellectual knowledge structure of the field. An additional section depicting theories employed, characteristics explored, contexts examined, and methods utilized in the domain have also been presented. Furthermore, we used the TCCM framework to orchestrate possible trajectories for future research. By doing this, we offer academics and practitioners a systematic comprehension of the advancements in the domain and a comprehensive road map for future research.

中文翻译：

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拟人化和消费者行为：符合 SPAR-4-SLR 协议的混合审查

“拟人论”的概念长期以来一直是跨学科学者和学者感兴趣的话题，因为这个概念的起源可以追溯到公元前（公元前）。在过去的几十年里，拟人化文学在营销学科及其子领域（品牌、广告、消费者行为等）中蓬勃发展。这个相对新颖的流采用拟人化作为概念，并为消费者及其选择、行为和意图提供了令人着迷的见解。尽管营销领域内已经有一些基于定性审查的拟人化评估，但没有一个是通过定量工具或基于框架的方法进行的。我们的系统评价的混合变体通过使用文献计量技术（绩效分析、国家和作者的共同作者分析以及关键词的共词分析）和理论-背景-特征-方法（TCCM）框架来显示演变，从而填补了这一空白消费者行为研究中的拟人化、趋势和知识结构。我们使用 432 篇同行评审期刊文章和 27,671 篇二手参考文献（2005 年至 2023 年间）关于消费者行为拟人化的样本，描述了随着时间的推移演变的轨迹和趋势。重要的结果包括识别和描述最有影响力的作者、文章、期刊和国家、不同的研究流、它们的发展和未来的研究方向。我们还提出了六个知识集群，描述了该领域的知识结构。还介绍了一个附加部分，描述了所采用的理论、探索的特征、检查的背景以及该领域中使用的方法。此外，我们使用 TCCM 框架来协调未来研究的可能轨迹。通过这样做，我们为学者和从业者提供了对该领域进展的系统理解以及未来研究的全面路线图。