Anthropomorphism in advertising: the effect of media on audience attitude

ABSTRACT

In this paper, we have glanced into how the nonhuman entity is imagined, seen, experienced, and managed accordingly either by a consumer or by marketers. Further, we investigated the effects of media through magazine, television, and radio on broad-spectrum outcomes of anthropomorphic advertising effectiveness. Here, we have used 3 × 2 mixed factorial design and investigated empirical result that audience experienced to repetition of anthropomorphic ads on multiple-media condition of magazine, television, and radio have a greater impact on brand anthropomorphism, message credibility, ad engagement, attitude towards ad and attitude towards brand and purchase intention than audience experiences same ads in single medium under both level of product involvement.

KEYWORDS:

• Cross-media effect
• marketing Communication
• brand anthropomorphism

Disclosure statement

No potential conflict of interest was reported by the author(s).

Correction Statement

This article has been republished with minor changes. These changes do not impact the academic content of the article.

Additional information

Notes on contributors

Shivani Agrawal

Shivani Agrawal is pursuing her doctoral research in marketing from Institute of Business Management, GLA University, Mathura. She has completed her postgraduate in management from the same university. Her research interest is in branding strategies and brand anthropomorphism.

Utkal Khandelwal

Utkal Khandelwal is an Associate Professor in Marketing at GLA University, Mathura. He has a multifarious experience of industry, teaching and research of more than 16 years. He did his MBA (marketing) and PhD from Jiwaji University, Gwalior, India. He has published more than 20 papers in various national and international journal of repute. His areas of expertise are consumer behaviour, branding and online marketing.

Naval Bajpai

Naval Bajpai is a Professor at ABV-Indian Institute of Information Technology and Management, Gwalior. He has a multifarious background in industrial, teaching and research fields spanning over two decades and is a life time member of Indian Society for Technical Education. Prof. Bajpai has conducted several Management Development Programmes and Faculty Development programmes in statistics, research methodology, marketing research and multivariate analysis. With over 55 research papers published in journals/conferences of national and international repute, Prof Bajpai is an avid analyst of contemporary work trends in public sector organizations. He is the author of five books titled “Business Statistics”, “Business Research Methods”, “Research Methodology” and “Marketing Research” published by Pearson Education. Prof Bajpai has also co-authored a book “Quantitative Analysis” published by Pearson Education.