People have been anthropomorphizing machines for as long as there have been machines. The thing to remember is that computers are, by orders of magnitude, the most complex machines ever created by humankind, and that most people just don't get how they work. When somebody says their car hates them, the majority of the time they know perfectly well that it's having a perfectly ordinary mechanical problem (or a series of them). But a computer ... well, hell. Who knows how those things really work? Maybe it does hate me! And a joke/coping mechanism starts to sound like a perfectly good theory.
So, de-mystify it. Save the moon-phase jokes and chants of "The power of Babbage compels you! The power of Babbage compels you!" for fellow professionals. Emphasize that what you're dealing with is a malfunctioning machine, nothing more.
A good analogy is to liken a computer to a very bright but willful child that does exactly what it's told to do -- and could care less about what you want it to do. Ever seen that Bill Cosby routine where his kids come downstairs in their pajamas soaking wet because he didn't tell them to take off their pajamas before getting in the shower? It's exactly like that.
Tell them that when their computer does something stupid, it's usually because somebody told it to do something stupid. Maybe it was them. Maybe it was somebody who should have known better. Maybe it was a vandal. But whatever it is, it isn't the computer choosing to be a prick; and that if you can find and correct the Something Stupid it was told to do, the problem will just go away.