Research on the Impact of Vividness of Advertising on Consumer Product Attitude Under Anthropomorphic Scenario
Based on the Social Presence Theory, the Elaboration Likelihood Model, and the principle of Stimulus-Organism-Response, it was found that the vividness of anthropomorphic advertising has a positive effect on consumer product attitudes. Cognitive fluency, perceived trust, and perceived psychological distance mediated the effect of vividness of the anthropomorphic advertising on consumer product attitudes.
Citation:
Wei Li, Yu Ling Wang, and Yu Shi Jiang (2018) ,"Research on the Impact of Vividness of Advertising on Consumer Product Attitude Under Anthropomorphic Scenario", in AP - Asia-Pacific Advances in Consumer Research Volume 12, eds. Shailendra Pratap Jain, Akshaya Vijayalakshmi, and , Duluth, MN : Association for Consumer Research, Pages: 74-74.
Authors
Wei Li, Southwest Jiaotong University, China
Yu Ling Wang, Southwest Jiaotong University, China
Yu Shi Jiang, Southwest Jiaotong University, China
Volume
AP - Asia-Pacific Advances in Consumer Research Volume 12 | 2018
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