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



Share Proceeding

Featured papers

See More

Featured

C3. Using Goal Theory to Promote Habit Formation During and After a Bike-to-Work Campaign

Bettina Rebekka Höchli, University of Bern
Claude Messner, University of Bern
Adrian Brügger, University of Bern

Read More

Featured

O3. The Effect of Numeric Information on Product Evaluation

Zhen Yang, Drexel University, USA
Yanliu Huang, Drexel University, USA
Dengfeng Yan, University of Texas at San Antonio, USA

Read More

Featured

Consumers’ Attitudes Towards Their Rights and Responsibilities in the Sharing Economy: An Ideological Perspective

Marylouise Caldwell, University of Sydney, Australia
Steve Elliot, University of Sydney, Australia
Paul Henry, University of Sydney, Australia
Marcus O'Connor, University of Sydney, Australia

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.