PT - JOURNAL ARTICLE AU - Chun-Tuan Chang AU - Hsiao-Ching Lee AU - Yu-Kang Lee TI - Are Consumers Moved by a Crying Tree Or a Smiling Forest? AID - 10.2501/JAR-2022-024 DP - 2022 Dec 01 TA - Journal of Advertising Research PG - 367--384 VI - 62 IP - 4 4099 - http://www.journalofadvertisingresearch.com/content/62/4/367.short 4100 - http://www.journalofadvertisingresearch.com/content/62/4/367.full SO - J Advert Res2022 Dec 01; 62 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.