本研究基于目标妨碍理论和拟人化的相关研究，探讨了社会拥挤与自我构念对拟人化品牌偏好的共同影响。通过1个田野调查与2个在线实验，本研究发现，不同自我构念类型的消费者在遭遇社会拥挤后对拟人化品牌的反应有所不同。当消费者持有独立型自我构念时，社会拥挤因妨碍消费者重要目标的实现引发低控制感，使此类消费者降低对拟人化品牌的偏好；当消费者持有相依型自我构念时，社会拥挤则通过激发消费者的社交温暖感知对消费者的拟人化品牌偏好产生正向影响。本研究的结论对拟人化品牌优化宣传策略提供了指导意义。

Based on social interference theory and the research on anthropomorphic products, this paper explores the impact of social crowding and self-construal on anthropomorphic brand preferences and the underlying mechanisms. Through a field survey and two online experiments, this study finds that consumers with different self-construal respond differently to anthropomorphic brands when they are confronted with social crowding. Specifically, when consumers hold independent self-construal, social crowding leads to a low sense of control, which hinders the realization of important goals, and thus decreasing consumers' preferences for anthropomorphic brands. However, when consumers hold dependent self - construal, social crowding has a positive effect on anthropomorphic brands preference by stimulating social warmth perception. The conclusion of this study provides guidance for anthropomorphic brand's optimization of publicity strategy.