将拟人化品牌角色分为仆人型和伙伴型，基于认知负荷理论，探究敬畏自然对拟人化品牌角色偏好的影响机制和边界条件。研究发现：敬畏自然会提升消费者对仆人型品牌（相对于伙伴型品牌）的偏好；顺化需求中介了上述效应；自我肯定调节了敬畏自然提升消费者对仆人型品牌偏好的效应：对于未自我肯定的消费者，敬畏自然提升其对仆人型品牌（相对于伙伴型品牌）的偏好，而对于经过自我肯定的消费者，敬畏自然反而降低其对仆人型品牌（相对于伙伴型品牌）的偏好。

Classifying anthropomorphized brand roles into servant brands and partner brands, this study examines the mechanism and boundary conditions of awe towards nature on consumers’ preferences for anthropomorphized brand roles based on the cognitive load theory. Experimental results reveal that awe towards nature enhances consumers’ preference for servant brands (compared to partner brands). The need for accommodation mediates the above effect. Self-affirmation moderates the effect of awe towards nature on increasing the preference for servant brands: for consumers who have not undergone self-affirmation, awe towards nature enhances their preference for servant brands (compared to partner brands), while for consumers who have experienced self-affirmation, awe towards nature reduces their preference for servant brands (compared to partner brands) instead.