RT Journal Article
SR Electronic
T1 Are Consumers Moved by a Crying Tree Or a Smiling Forest?
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 2022-024
DO 10.2501/JAR-2022-024
A1 Chun-Tuan Chang
A1 Hsiao-Ching Lee
A1 Yu-Kang Lee
YR 2022
UL http://www.journalofadvertisingresearch.com/content/early/2022/10/28/JAR-2022-024.abstract
AB Rivers, lakes, oceans, volcanos, and forests are anthropomorphized by featuring them with humanlike facial characteristics or presenting a personified message. Whereas prior communications research has focused on comparisons between anthropomorphism and nonanthropomorphism, the current study proposes two types of anthropomorphism based on anthropomorphic valence: positive versus negative. Results of three experiments show that negative anthropomorphism is more persuasive for a sudden disaster but that positive anthropomorphism is more effective for an ongoing tragedy. Connectedness to nature is found as the underlying mechanism. Marketers should carefully frame the acuteness level of an environmental issue to complement the type of anthropomorphic valence in their advertisement.