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Anthropomorphism appeals : = Influencing consumer attitudes and memory through humanlike presentation.
紀錄類型:
書目-電子資源 : Monograph/item
正題名/作者:
Anthropomorphism appeals :/
其他題名:
Influencing consumer attitudes and memory through humanlike presentation.
作者:
Hart, Phillip Michael.
面頁冊數:
1 online resource (111 pages)
附註:
Source: Dissertations Abstracts International, Volume: 75-02, Section: A.
Contained By:
Dissertations Abstracts International75-02A.
標題:
Anthropomorphism. -
電子資源:
http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3570962click for full text (PQDT)
ISBN:
9781303188688
Anthropomorphism appeals : = Influencing consumer attitudes and memory through humanlike presentation.
Hart, Phillip Michael.
Anthropomorphism appeals :
Influencing consumer attitudes and memory through humanlike presentation. - 1 online resource (111 pages)
Source: Dissertations Abstracts International, Volume: 75-02, Section: A.
Thesis (Ph.D.)--The University of Memphis, 2013.
Includes bibliographical references
Advertisements in which a good or service is portrayed as humanlike in one or more ways (i.e., anthropomorphism appeals) are commonplace, yet scarcely investigated. In this state, managers using anthropomorphism appeals are left to wager promotional budgets without knowledge of the impact these appeals have on viewers or the factors most frequently influencing these appeals. The present study addresses this limitation by evaluating the advertising effectiveness of anthropomorphism appeals and the roles of contextual (product type and product category) and individual (loneliness and product knowledge) factors. Using an online panel service, three experiments evaluated the effectiveness of anthropomorphism appeals at enhancing consumer attitudes, intentions, and recall. MANOVA results suggest that the principal benefit of anthropomorphism appeals relates to enhancing recall of advertising information (ηρ2 = .055, p < .001). Spotlight analysis of the study's moderators revealed this effect on recall was substantially enhanced when subjects were relatively lonely (β = .706, p = .001) or had relatively low self-assessed product knowledge (β = .690, p = .001). When the product being advertised was hedonic, anthropomorphism appeals had an additional influence on attitude toward the advertisement (ηρ2 = .013, p = .002). When visual elements were included in the advertisement, the anthropomorphism condition was associated directly with increased attitude toward the brand (ηρ2 = .022, p = .047), directly with attitude toward the advertisement (ηρ2 = .059, p = .001) and indirectly with purchase intentions. Critically, the positive attitudinal influence of anthropomorphism appeals on consumer attitudes were reversed when subjects reported relatively high product knowledge. In total, the present study offers a broad, early evaluation of anthropomorphism appeals. Relevant to theorists is evidence of a bridge between psychology and marketing models of anthropomorphism. Of value to marketing practitioners is the early guidance these studies offer in managing anthropomorphism appeals with consideration for design elements, contextual factors, and individual psychographic variables.
Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2023
Mode of access: World Wide Web
ISBN: 9781303188688Subjects--Topical Terms:
577999
Anthropomorphism.
Subjects--Index Terms:
AdvertisingIndex Terms--Genre/Form:
542853
Electronic books.
Anthropomorphism appeals : = Influencing consumer attitudes and memory through humanlike presentation.
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Advertisements in which a good or service is portrayed as humanlike in one or more ways (i.e., anthropomorphism appeals) are commonplace, yet scarcely investigated. In this state, managers using anthropomorphism appeals are left to wager promotional budgets without knowledge of the impact these appeals have on viewers or the factors most frequently influencing these appeals. The present study addresses this limitation by evaluating the advertising effectiveness of anthropomorphism appeals and the roles of contextual (product type and product category) and individual (loneliness and product knowledge) factors. Using an online panel service, three experiments evaluated the effectiveness of anthropomorphism appeals at enhancing consumer attitudes, intentions, and recall. MANOVA results suggest that the principal benefit of anthropomorphism appeals relates to enhancing recall of advertising information (ηρ2 = .055, p < .001). Spotlight analysis of the study's moderators revealed this effect on recall was substantially enhanced when subjects were relatively lonely (β = .706, p = .001) or had relatively low self-assessed product knowledge (β = .690, p = .001). When the product being advertised was hedonic, anthropomorphism appeals had an additional influence on attitude toward the advertisement (ηρ2 = .013, p = .002). When visual elements were included in the advertisement, the anthropomorphism condition was associated directly with increased attitude toward the brand (ηρ2 = .022, p = .047), directly with attitude toward the advertisement (ηρ2 = .059, p = .001) and indirectly with purchase intentions. Critically, the positive attitudinal influence of anthropomorphism appeals on consumer attitudes were reversed when subjects reported relatively high product knowledge. In total, the present study offers a broad, early evaluation of anthropomorphism appeals. Relevant to theorists is evidence of a bridge between psychology and marketing models of anthropomorphism. Of value to marketing practitioners is the early guidance these studies offer in managing anthropomorphism appeals with consideration for design elements, contextual factors, and individual psychographic variables.
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