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

The Interaction Effect of Food Variety and Simulation of Eating on Consumers' Calorie Estimation

Liang Shen, Shanghai Jiao Tong University
Fengyan Cai, Shanghai Jiao Tong University
Ying Yu, Huazhong Agricultural University

Read More

Featured

The Quantity Integration Effect: Integrating Purchase and Quantity Decisions Increases Sales by Providing Closure

Kristen Duke, University of California San Diego, USA
On Amir, University of California San Diego, USA

Read More

Featured

When Disadvantage Is an Advantage: Benevolent Partiality in Consumer Donations

Gabriele Paolacci, Erasmus University Rotterdam, The Netherlands
Gizem Yalcin, Erasmus University Rotterdam, The Netherlands

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.