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.
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.
Wei Li, Southwest Jiaotong University, China
Yu Ling Wang, Southwest Jiaotong University, China
Yu Shi Jiang, Southwest Jiaotong University, China
AP - Asia-Pacific Advances in Consumer Research Volume 12 | 2018
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