RT Journal Article
SR Electronic
T1 How Anthropomorphized Brand Spokescharacters Affect Consumer Perceptions and Judgments
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 225
OP 244
DO 10.2501/JAR-2020-025
VO 61
IS 2
A1 Chun-Tuan Chang
A1 Xing-Yu (Marcos) Chu
A1 Shih-Ting Kao
YR 2021
UL http://www.journalofadvertisingresearch.com/content/61/2/225.abstract
AB 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’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.