PT  - JOURNAL ARTICLE
AU  - Chang, Chun-Tuan
AU  - Chu, Xing-Yu (Marcos)
AU  - Kao, Shih-Ting
TI  - How Anthropomorphized Brand Spokescharacters Affect Consumer Perceptions and Judgments
AID  - 10.2501/JAR-2020-025
DP  - 2021 Jun 01
TA  - Journal of Advertising Research
PG  - 225--244
VI  - 61
IP  - 2
4099  - http://www.journalofadvertisingresearch.com/content/61/2/225.short
4100  - http://www.journalofadvertisingresearch.com/content/61/2/225.full
SO  - J Advert Res2021 Jun 01; 61
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.