Humanized Products in Tv Ads: How Anthropomorphism Can Elicit Emotions, Enhance Attitudes, and Affect Purchase Likelihood

The propensity to attribute human characteristics to the non-human is known as “anthropomorphism” (Guthrie 1993, 62). The findings of our study show that a product presentation causing anthropomorphism can be a very effective advertising strategy due to the elicitation of positive emotions. Anthropomorphism can also influence purchase behavior.



Citation:

Katja Pfeifer, Andrea Groeppel-Klein, and Jennifer Helfgen (2013) ,"Humanized Products in Tv Ads: How Anthropomorphism Can Elicit Emotions, Enhance Attitudes, and Affect Purchase Likelihood", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 265-266.

Authors

Katja Pfeifer, Saarland University
Andrea Groeppel-Klein, Saarland University
Jennifer Helfgen, Saarland University



Volume

E - European Advances in Consumer Research Volume 10 | 2013



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