Anthropomorphism in Advertising: The Effect of Anthropomorphic Product Demonstration on Consumer Purchase Intention

Laksmidewi, Dwinita; Susianto, Harry; Afiff, Adi Zakaria

doi:10.21315/aamj2017.22.1.1

Cited by 32 publications

(18 citation statements)

References 37 publications

(75 reference statements)

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Marketing research has also shown that a highly anthropomorphized portrayal of an influenza drug fighting influenza virus led viewers to a stronger perception that they understood how the drug worked (actual comprehension was not assessed). This in turn led to an enhanced perception of the drug's efficacy (Laksmidewi et al, 2017).…”

Section: Potential Infl Uences Of Anthropomorphismmentioning

confidence: 99%

The Potential for Anthropomorphism in Communicating Science: Inspiration from Japan

Wood

2019

Cultures of Science

View full text Add to dashboard Cite

Anthropomorphism-the attribution of human characteristics to non-human animals or inanimate objects-is commonplace in many cultures around the world, but is particularly prominent and pervasive in Japan. Talking furniture on children's TV, vegetable mascots for city governments, an animated letter 'e' to promote online tax returns-there seems to be no limit to what can be anthropomorphized, and no corner of the culture where it is considered out of place. This of course includes efforts to communicate science, where we can find test tube narrators, angry viruses, friendly chemical elements, and a whole lot more. Scientists, on the other hand, are less enthusiastic about anthropomorphism in scientific discussions and tend to consider it to be inaccurate and unscientific. In science, thinking or communicating in anthropomorphic terms is generally derided. Where, then, does this leave the talking microbes and smiling proteins of Japanese science communication? While the literature has quite a lot to say about anthropomorphism, there is nothing specifically about its use for science communication. This paper draws on examples from Japan to consider the potential roles of anthropomorphism in the communication of science and related issues.

show abstract

Section: Potential Infl Uences Of Anthropomorphismmentioning

confidence: 99%

The Potential for Anthropomorphism in Communicating Science: Inspiration from Japan

Wood

2019

Cultures of Science

View full text Add to dashboard Cite

show abstract

“…Therefore, to the employees of such companies, the agency of the leader is more important than his communion (relation of interdependence). Similar interdependence effect appears in the advertising context when the product promises to help the consumer achieve personal goals [ 87 , 89 ]. Even though these results do not pertain to technology acceptance, they reveal something about the specific nature of the agentic and communal content for social cognition.…”

Section: Introductionmentioning

confidence: 81%

“…Perception patterns of other people and perception patterns of technology may be quite similar because people are able to attribute mental states and traits to non-social objects and other non-human beings [89,[95][96][97][98]. Thus, we introduce a self-congruity effect to better understand valuation process which results in positive attitude towards product [90,99], brand trust and loyalty [100,101], and purchase intention [102][103][104].…”

Section: A Congruence Between Technology Presentation and Fundamentalmentioning

confidence: 99%

See 1 more Smart Citation

How different autonomous vehicle presentation influences its acceptance: Is a communal car better than agentic one?

Hryniewicz

Grzegorczyk

2020

PLoS ONE

View full text Add to dashboard Cite

Public acceptance of autonomous vehicles (AVs) is still questionable. Nevertheless, it can be influenced by proper communication strategy. Therefore, our research focuses on (1) the type of information concerning AVs that consumers seek and (2) how to communicate this technology in order to increase its acceptance. In the first study (N = 711) topic modeling showed that the most sought for information concern the communion and the agency of AVs. In the second, experimental study (N = 303) we measured the participants' fear and goal-orientation in relation to AVs. Then, after the manipulation of the AV advertisement (imbued with communal vs agentic content), technology acceptance components (perceived ease of use, perceived usefulness and behavioral intention) were verified. The comparative analysis of the structural model estimates showed that the both participants' fear and goal-orientation in relation to AVs were associated much more with the acceptance components of the communal AV rather than the agentic one. Therefore, people want to know both whether AVs are communal and agentic, but they are more prone to accept a communal AV than agentic one.

show abstract

“…Accordingly, it was evaluated more positively in terms of service performance (Laban & Araujo, 2020). Moreover, anthropomorphic cues were found to positively affect consumers' purchase intentions, attitudes, and brand liking when used for branding products (Delbaere et al, 2011;Hart & Royne, 2017;Laksmidewi et al, 2017).…”

Section: Anthropomorphic Cuesmentioning

confidence: 99%

Don’t Take it Personally: Resistance to Individually Targeted Recommendations with Anthropomorphic Recommender Systems

Laban¹,

Araujo²

2020

Preprint

View full text Add to dashboard Cite

Recommender agents, artificially intelligent recommender systems that demonstrate anthropomorphic cues, are widely available online to provide consumers with individually tailored recommendations. Nevertheless, little is known about the effect of their anthropomorphic cues on users’ resistance to both the system and recommendations. Moreover, individually tailored recommendations require users to disclose information proactively or reactively for receiving customized or personalized recommendations, which can trigger users’ resistance to the platform and the recommendations. Accordingly, this study examined the extent to which recommender systems’ anthropomorphic cues and the type of recommendations provided (customized and personalized) influenced online users’ perceptions of control, trustworthiness, and the risk of using the platform. The study assessed how these perceptions, in turn, influence users’ adherence to the recommendations. An online experiment among online users (N = 266) with recommender agents and web recommender platforms that provided customized or personalized restaurant recommendations was conducted. The results of the experiment entail that when recommendations are customized, as compared to personalized, users are less likely to demonstrate resistance and are more likely to adhere to the recommendations provided. Furthermore, the study’s findings suggest that these effects are amplified for recommender agents, demonstrating anthropomorphic cues, in contrast to traditional systems as web recommender platforms.

show abstract

Anthropomorphism in Advertising: The Effect of Anthropomorphic Product Demonstration on Consumer Purchase Intention

Abstract: Anthropomorphism refers to the tendency to imbue the nonhuman objects with human

Cited by 32 publications

References 37 publications

The Potential for Anthropomorphism in Communicating Science: Inspiration from Japan

The Potential for Anthropomorphism in Communicating Science: Inspiration from Japan

How different autonomous vehicle presentation influences its acceptance: Is a communal car better than agentic one?

Don’t Take it Personally: Resistance to Individually Targeted Recommendations with Anthropomorphic Recommender Systems

Contact Info

Product

Resources

About