Consumer Response to Anthropomorphic Animal Images Based on Their Similarity to Humans

While humans have a long history of anthropomorphizing animals, the phenomenon has received little attention in consumer research. Findings of this research indicate that animals that are perceived to be moderately similar to humans are more frequently used as anthropomorphic mascots than animals that are either highly similar or relatively dissimilar to humans. However, 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. I argue that these results are driven by a lower level of baseline similarity to humans in the nonanthropomorphic form. Thus, enhancing similarity to humans via anthropomorphism leads to positive violation of expectations and enhanced attraction toward relatively dissimilar animal images.


Paul M Connell (2011) ,"Consumer Response to Anthropomorphic Animal Images Based on Their Similarity to Humans", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 468.


Paul M Connell, Stony Brook University, United States


E - European Advances in Consumer Research Volume 9 | 2011

Share Proceeding

Featured papers

See More


C1. Promoting Subjective Preferences in Simple Choices During Sleep

Sizhi Ai, First Affiliated Hospital of Xinxiang Medical University
Yunlu Yin, University of Hong Kong
Yu Chen, Peking University
Lin Lu, Peking University
Lusha Zhu, Peking University
Jie Shi, Peking University

Read More


Understanding the Framing of Recommendations

Jia Gai, Erasmus University Rotterdam, The Netherlands
Anne-Kathrin Klesse, Erasmus University Rotterdam, The Netherlands

Read More


Sustainable Luxury: a Paradox or a Desirable Consumption?

Jennifer Jung Ah Sun, Columbia University, USA
Silvia Bellezza, Columbia University, USA
Neeru Paharia, Georgetown University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.