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Anthropomorphism and Advertising Effectiveness: Moderating Roles of Product Involvement and The Type of Consumer Need

Journal of Social and Administrative Sciences

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Title Anthropomorphism and Advertising Effectiveness: Moderating Roles of Product Involvement and The Type of Consumer Need
 
Creator BAŞFIRINCI, Cigdem; Karadeniz Technical University
ÇİLİNGİR, Zuhal
 
Description Abstract. The goal of this study is to explore that whether using anthropomorphism in ads stimulates active information processing by increasing attention paid to the brand and creates some positive results on brand recall and attitude toward the brand. In this context, moderating roles of involvement level and product type were also investigated. Using experimental design, hypotheses were tested in two product groups. Offering important insights to practitioners to build an effective advertising message, results not only support that anthropomorphism could increase attention in advertisements but also emphasize the significance of context-specific factors in consumer perceptions.Keywords. Anthropomorphism, Advertising, Product involvement, Consumer need, Turkey.JEL. M37, M31, M30.
 
Publisher Journal of Social and Administrative Sciences
Journal of Social and Administrative Sciences
 
Contributor —
 
Date 2015-09-18
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
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Format application/pdf
 
Identifier http://www.kspjournals.org/index.php/JSAS/article/view/443
10.1453/jsas.v2i3.443
 
Source Journal of Social and Administrative Sciences; Vol 2, No 3 (2015): September; 108-131
Journal of Social and Administrative Sciences; Vol 2, No 3 (2015): September; 108-131
2149-0406
 
Language eng
 
Relation http://www.kspjournals.org/index.php/JSAS/article/view/443/545
http://www.kspjournals.org/index.php/JSAS/article/downloadSuppFile/443/168
 
Rights Copyright (c) 2015 Journal of Social and Administrative Sciences
http://creativecommons.org/licenses/by-nc/4.0