Responses to Animal Anthropomorphism in Advertising Based on Character Similarity to Humans

Paul M. Connell, Stony Brook University, USA
While humans have a long history of anthropomorphizing animals, the phenomenon has received little attention in consumer research. Results from an experimental study indicate that, while participants are indifferent between animal types when they are presented non-anthropomorphically, relatively dissimilar animals gain the most in terms of attitude favorability when presented anthropomorphically.
[ to cite ]:
Paul M. Connell (2011) ,"Responses to Animal Anthropomorphism in Advertising Based on Character Similarity to Humans", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.