Browsing by Subject "Anthropomorphism"
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Novel cognitive consequences of product anthropomorphism on consumer judgment and decision making
(Indian Institute of Management Ahmedabad, 2022)Consumers frequently come across anthropomorphic products, i.e., products imbued with human-like features. Marketers may anthropomorphize products by designing them to visually resemble human physical features (e.g., a ... -
Two’s company, three’s a crowd: the interplay between collective versus solo anthropomorphic brand appeals and gender
(Routledge Publishing, 2021-10-26)Anthropomorphism in advertising has been shown to create positive advertising and branding outcomes. In this research, we introduce an important internal variation in this ad strategy—advertising a brand as collective- ... -
When the unknown destination comes alive: the detrimental effects of destination anthropomorphism in tourism
(Journal of Advertising, 2020-10-02)This research theorizes and empirically investigates the concept of brand anthropomorphism in the context of tourist destinations, namely, destination anthropomorphism. First, we demonstrate that anthropomorphizing a ...