A meta-analytic investigation of consumer response to anthropomorphic appeals: The roles of product type and uncertainty avoidance

Franklin Velasco, Zhiyong Yang, Narayanan Janakiraman

Producción científica: Contribución a una revistaArtículorevisión exhaustiva

19 Citas (Scopus)

Resumen

We aim to resolve the mixed findings on the effectiveness of anthropomorphic appeals in generating positive product evaluations from consumers. In a meta-analysis of 47 papers that explores the persuasive impact of anthropomorphic versus non-anthropomorphic appeals, we show that when the salience of uncertainty is high (e.g., when consumers purchase experience products, when consumers come from countries with high uncertainty avoidance), anthropomorphic appeals are more influential than non-anthropomorphic appeals. We discuss the theoretical and practical implications of these findings, and how to improve persuasive messaging by considering the contextual effectiveness of anthropomorphism.

Idioma originalInglés
Páginas (desde-hasta)735-746
Número de páginas12
PublicaciónJournal of Business Research
Volumen131
DOI
EstadoPublicada - jul. 2021

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