Abstract
This study focuses on anthropomorphized spokescharacters, classifying them into cute or mature looks. The authors performed three studies to investigate how these two types of anthropomorphized spokescharacters affect consumer perceptions and judgments. Studies 1 and 2 examined advertising language (assertive versus nonassertive) and relationship norm (communal versus exchange) as boundary conditions. Study 3 shows how consumer persuasion knowledge (i.e., suspicions about a company’s intention to persuade) affects the downstream impact of the cute character, especially under the communal norm. The results provide marketers with insights and cautions regarding how to choose between a cute or a mature anthropomorphized spokescharacter.
- Received April 21, 2019.
- Received (in revised form) January 21, 2020.
- Accepted March 4, 2020.
- Copyright © 2021 ARF. All rights reserved.
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Vol 61 Issue 2
Jump to
- Article
- Abstract
- MANAGEMENT SLANT
- INTRODUCTION
- CONCEPTUAL BACKGROUND AND HYPOTHESES
- EMPIRICAL OVERVIEW
- STUDY 1
- STUDY 2
- STUDY 3
- GENERAL DISCUSSION
- LIMITATIONS AND RECOMMENDATIONS FOR FUTURE RESEARCH
- ABOUT THE AUTHORS
- ACKNOWLEDGMENT
- Appendix 1 Cardboard Cutout Stimuli Used in Study 1
- Appendix 2 Flyer Stimuli Used in Study 2
- Appendix 3 Advertising Stimuli Used in Study 3
- REFERENCES
- Figures & Data
- Info