The multidimensionality of anthropomorphism in advertising: the moderating roles of cognitive busyness and assertive language

Reavey, Brooke; Puzakova, Marina; Andras, Trina Larsen; Kwak, Hyokjin

doi:10.1080/02650487.2018.1438054

Cited by 34 publications

(32 citation statements)

References 48 publications

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“…While many studies on brand humanization focus on the physical human characteristics associated with a brand (Hede & Watne, 2013;Stinnett & Waters, 2013;Touré-Tillery & McGill, 2015), less have focused on the specific linguistic strategies that contribute to the humanization process. Four common themes in branding literature show that the following linguistic elements may help humanize a brand: 'conversational' tone of voice (Delin, 2007), informal communication (Gretry, Horváth, Belei, & Riel, 2017), assertive language and imperative verbs (Forcum, 2015;Reavey, Puzakova, Andras, & Kwak, 2018), and first-person and second-person pronouns (Chen, Lin, Choi, & Hahm, 2015;Reavey, Puzakova, Andras, & Kwak, 2018;Zhang, Tao, & Kim, 2014).…”

Section: Humanized Brand Languagementioning

confidence: 99%

“…The use of 'assertive language' is also linked to brand humanization across studies (Chen et al, 2015;Forcum, 2015;Insch, 2008;Kwon & Sung, 2011;Reavey et al, 2018), including the use of imperative verbs. Imperative verbs (i.e.…”

Section: Humanized Brand Languagementioning

confidence: 99%

“…The use of first-person and second-person pronouns has also been linked to humanizing a brand and building affinity with consumers (Chen et al, 2015;Fairclough 1989;Kwon and Sung 2011;Pollach 2005;Reavey et al, 2018;Zhang et al, 2014). In their study, Reavey et al (2018) said 'overt human characteristics' included a brand's use of the first person (i.e. I, we), which was preferred by consumers when the advertisement also used assertive language.…”

Section: Humanized Brand Languagementioning

confidence: 99%

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It's Alive : An Examination of Brand Humanization on Lululemon's Instagram

Orlando¹

2022

Preprint

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In an increasingly saturated market economy, creating a ‘human’ brand is imperative to the sustained salience of a company over time. Today and in prior years, successful brands are able to foster a relationship with consumers that resembles one between humans— at times influencing consumers’ anthropomorphized perception of brands. Online media have changed the way humans are perceived as being ‘present’ and ‘real’ in digital contexts, forcing brands to adapt their effort to create affective and humanized content. Through a case study of Lululemon Athletica, this Major Research Paper (MRP) examines how empirically tested strategies from brand humanization research apply to a previously under-examined domain— Instagram. The latter half of this study examines how user comments on Lululemon’s Instagram platform reflect a human-like brand-consumer relationship bond— that which may, in some ways, reflect an anthropomorphized perception of Lululemon. While the aim of this study is not to prove a humanized perception of Lululemon, the quality of engagement in posts’ comments frequently mirrors dialogue that would occur between humans, and further mirrors a human-like relational bond between the consumer and brand. Findings emphasize the value in brands depicting meaningful identity narratives that represent ‘deeper’ beliefs and values, engaging users in an interactive dialogue, and portraying relatable human experiences for users to identify with, internalize, and aspire.

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Section: Humanized Brand Languagementioning

confidence: 99%

Section: Humanized Brand Languagementioning

confidence: 99%

Section: Humanized Brand Languagementioning

confidence: 99%

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It's Alive : An Examination of Brand Humanization on Lululemon's Instagram

Orlando¹

2022

Preprint

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“…In this example, both components of the compound verb predicate "...are ... the exponents of anthroponymy, which is due to their lexical meaning" (Serebryakova, 2010) -"want -to have a desire, intention (to do something)" (Ozhegov & Shvedova, 2010, p. 868); "dress -"to order clothes in some place, from some tailor" (obsolete)" (Ushakov, 2017). The use of the verb in the form of the subjunctive mood reduces the categorical statement, the call to buy is expressed through the desire to perform an action that is not related to the act of acquisition (Reavey et al, 2018).…”

Section: Emotion Verbsmentioning

confidence: 99%

Personification As A Means Of Psychological Influence In Russian Furniture Advertising

Lyashenko¹

2020

European Proceedings of Social and Behavioural Sciences

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“…Portanto, tais mensagens convertem-se em resultados diferentes, dependendo de variáveis moderadoras, sendo que existem diversos moderadores que influenciam a eficácia das mensagens assertivas que já foram testadas, como o consumo hedônico (KRONROD; GRINSTEING; WATHIEU, 2012) e o antropomorfismo (REAVEY et. al., 2018).…”

Section: Mensagens Assertivas E a Sua Influencia Na Intenção De Compraunclassified

Marketing Digital: Mensagens Assertivas E a Sua Relação Com a Auto-Eficacia

Silva¹,

Lepre²

2020

SADSJ

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O acelerado desenvolvimento em todo o mundo vem trazendo transformações significativas para sociedade. Estas transformações estão afetando o comportamento dos consumidores, assim, as empresas estão se adaptando ao novo mercado para conquistar o seu público-alvo, utilizando o marketing digital para isso, como por meio de anúncios com mensagens assertivas, ou seja, aquelas que dão ordens ao consumidor (“compre agora”, “não perca”). Porém, ainda não se sabe a eficiência dessas mensagens diante de pessoas de fraca e forte auto-eficácia, sendo as crenças do individuo sobre sua própria capacidade de completar algo. Justificando a existência desse artigo, que tem o intuito de abordar tal assunto, beneficiando com informações a todas as empresas que utilizam esse tipo de anuncio. Levando em consideração que teve como objetivo geral: analisar se os anúncios online com mensagens assertivas geram maior intenção de compra nos consumidores com fraca auto-eficácia. Para tanto, foi realizada uma pesquisa experimental quantitativa, tendo como métodos de coleta de dados a pesquisa bibliográfica, questionários e dois anúncios (um assertivo e outro não assertivo), que foram respondidos por universitários do oeste paulista (n=112) e analisados com auxilio do SPSS, através de ANOVA. A hipótese era de que as mensagens assertivas geram maior intenção de compra nos consumidores com fraca auto-eficácia, e diminuem esta intenção nos indivíduos com forte auto-eficácia. Foi possível concluir que não há diferença significante na intenção, apesar dos indivíduos com forte auto-eficácia, quando expostos a anúncios com mensagens assertivas apresentarem menor intenção de compra do que indivíduos com fraca auto-eficácia.

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The multidimensionality of anthropomorphism in advertising: the moderating roles of cognitive busyness and assertive language

Cited by 34 publications

References 48 publications

It's Alive : An Examination of Brand Humanization on Lululemon's Instagram

It's Alive : An Examination of Brand Humanization on Lululemon's Instagram

Personification As A Means Of Psychological Influence In Russian Furniture Advertising

Marketing Digital: Mensagens Assertivas E a Sua Relação Com a Auto-Eficacia

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