@article {ChangJAR-2020-025, author = {Chun-Tuan Chang and Xing-Yu (Marcos) Chu and Shih-Ting Kao}, title = {How Anthropomorphized Brand Spokescharacters Affect Consumer Perceptions and Judgments}, elocation-id = {JAR-2020-025}, year = {2020}, doi = {10.2501/JAR-2020-025}, publisher = {Journal of Advertising Research}, abstract = {This study focuses on anthropomorphized spokescharacters, classifying them into cute or mature looks. The authors performed three studies to investigate how these two types of anthropomorphized spokescharacters affect consumer perceptions and judgments. Studies 1 and 2 examined advertising language (assertive versus nonassertive) and relationship norm (communal versus exchange) as boundary conditions. Study 3 shows how consumer persuasion knowledge (i.e., suspicions about a company{\textquoteright}s intention to persuade) affects the downstream impact of the cute character, especially under the communal norm. The results provide marketers with insights and cautions regarding how to choose between a cute or a mature anthropomorphized spokescharacter.}, issn = {0021-8499}, URL = {https://www.journalofadvertisingresearch.com/content/early/2020/12/08/JAR-2020-025}, eprint = {https://www.journalofadvertisingresearch.com/content/early/2020/12/08/JAR-2020-025.full.pdf}, journal = {Journal of Advertising Research} }