This paper summarizes the results of previous research on anthropomorphism in the fields of marketing and consumer behavior research. As a result, it was found that a relatively large number of studies were conducted on US and European consumers. It was also revealed that anthropomorphism not only improves attitudes toward the product itself, but also suggests that it influences decision-making other than product evaluation, such as increasing the time spent searching for product information and attempting to identify with the target brand. In future research, it will be necessary to select papers with particularly high impact and conduct related empirical experiments.