This research explores the mechanism by which sellers' use of anhropomor-phism to describe used products influences buyers’ judgments of product quality. The results of three studies show that sellers' anthropomorphic descriptions of used products can significantly improve buyers’ perceived quality of used products, and this effect is mediated by buyers’ perception that used products are better cared for by the seller. The results also show that when used products are described as emotional use, non-anthropomorphic descri-ption will reduce the quality perception than anthropomorphic description. When described as instrumental, there was no significant difference. And sellers’ anthropomorphic deseriptions of used products as a partnership rather than a servant will encourage buyers to make more favorable inferences about used poroducts and increase transaction will-ingness. This research enriches the theoretical mechanism of anthropomorphic rhetoric on improving consumer product cognition and inference, and has important practical value for improving the effectiveness of personalized marketing communications and promoting second-hand transactions.