When and how virus anthropomorphism intensifies consumer stigma toward patients

Stigma is defined as "a mark placed on a person, place, technology, or product associated with a particular attribute that identifies it as different and deviant, flawed or undesirable" and results in elevated risk perceptions. Here, Liao et al argue that an anthropomorphized virus (vs. non- anthropomorphized) is less random and more likely to serve as a social marker. This makes sense because anthropomorphism has been proved as a powerful tool to access human schema, apply social norm and make social belief more available. They argue that virus anthropomorphism (vs. non-anthropomorphism) can lead to greater stigma toward patients. Furthermore, they demonstrate that defensive attribution is the underlying mechanism.