There is a bulk of theories explaining this kind of perception, it depend on the context and background of your work. you may refer to Attachment theory, brand personality theory, self image congruence theory, social identité theory. This perception is the results of interactions and traits, use social theories (interpersonal) to back you arguments.

Have a look at Extended Consumer-Brand Relationship Theory by May Aung Kapil Gurbani & Samuel Hip Seng Lei

https://digitalcommons.georgiasouthern.edu/cgi/viewcontent.cgi?article=1012&context=amtp-proceedings_2013

There are several theories and approaches in the field of marketing that focus on creating an emotional connection between consumers and products, making them perceive them as friends or companions. Some relevant strategies and theories that I have been able to participate in and experience as a consumer and advertiser: Relationship Marketing: Focusing on establishing long-term, meaningful relationships between the brand and consumers. Based on trust, respect and empathy, where consumers can begin to see the brand and its products as friends who understand and satisfy their needs.

Experiential marketing: In our region it is very common for emotional experiences to occur with the intention of generating a deeper impact on consumers than rational information. Designing brand experiences that generate positive emotions, in which consumers develop an emotional connection with the products, similar to the one they would have with a friend.

Storytelling: very commonly I have been able to experience more and more in the region how we have adopted forms of communication, especially in the government part where telling compelling stories is becoming part of the discourse, but brands, products and services are not left behind, by trying to humanize the brand and create an emotional connection with consumers. By telling stories that resonate with consumers' experiences and values, they are likely to see products as friends who share their concerns and aspirations. Personalization: The accelerated transformation of communication on digital platforms, today proposes for those of us who are dedicated to strategic communication a challenge to reach increasingly segmented audiences, for which we must adapt messages to the individual needs of consumers can and do Make them feel understood and valued, similar to how they would feel with a friend who knows them well. Personalization includes product recommendations based on purchase history, personalized messages, and unique experiences. Affinity marketing: This approach is based on associating the brand with values, interests or communities shared by consumers. By aligning the brand with aspects of the consumer's identity, consumers are more likely to perceive the products as friends that reflect their own interests and values. Humanizing the brand: Showing the human side of the brand, through real employees, customer testimonials, or behind-the-scenes content, can help build an emotional connection with consumers. By seeing the people behind the brand, consumers can feel like they are interacting with friends rather than corporate entities. By combining these approaches and tailoring them to the specific needs of your brand and audience, you can increase the likelihood that consumers will perceive your products as friends rather than simply consumer goods.

Alex Ramirez.

@alexramirezpsv

Yes, the concept you’re referring to aligns with several theories and strategies in marketing and consumer psychology that aim to humanize products or brands, making them more relatable or “friendly” to consumers. Here are a few key theories and ideas:

1. Brand Personality: This concept involves giving human personality traits to a brand, which helps consumers relate to the brand as they would to a person. Jennifer Aaker’s framework in her 1997 study, “Dimensions of Brand Personality,” categorizes brand personality into five dimensions: sincerity, excitement, competence, sophistication, and ruggedness. This framework suggests that consumers can form emotional relationships with brands based on these perceived personality traits.

2. Relationship Marketing: This approach focuses on long-term engagement with customers, treating the interaction as an ongoing relationship rather than a series of individual sales. This strategy emphasizes customer loyalty and engagement by creating a feeling of personal connection between the consumer and the brand.

3. Anthropomorphism: This is the practice of attributing human characteristics to non-human entities, including products and brands. By anthropomorphizing products, companies can make them seem more familiar and engaging to consumers. For example, using mascots or characters in advertising can give a product human-like traits, making it easier for consumers to form a bond or feel a sense of friendship towards the product.

These strategies are used to enhance consumer engagement, loyalty, and brand affinity by making products feel more “friendly” and relatable through various forms of messaging and branding.

Dear Ryo Ishigaki

So, turning products into pals, huh? That's a cool idea! Think about it like this: what makes a good friend? Someone who's reliable, trustworthy, and makes you feel good, right? Well, it's the same deal with products. First off, make sure your product does what it says on the tin. If it promises to solve a problem, it better deliver. Nobody wants a flaky friend, and nobody wants a flaky product either. Consistency is key.

Next, give your product some personality. People connect with things that feel human. Whether it's through your branding, your marketing, or even the design of your product, inject a bit of character. Make it relatable. Think about how your product can fit into someone's life like a friend would.

Another thing, be there for your customers. Customer service is like being a good friend on speed dial. Be responsive, helpful, and genuinely care about solving their problems. That builds trust and loyalty.

Lastly, create a community around your product. Friends don't exist in a vacuum, right? They're part of a wider social circle. So, foster that sense of community among your customers. Whether it's through social media, forums, or events, give them a space to connect and share their experiences.

So yeah, that's the gist of it. Treat your product like you would a friend, and hopefully, your customers will see it the same way. Good luck!