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.