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Journal of Marketing Communications Volume 27, 2021 - Issue 8
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Research Article

Anthropomorphism in advertising: the effect of media on audience attitude

Shivani Agrawala Institute of Business Management, GLA University, Mathura, IndiaCorrespondence[email protected]
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Utkal Khandelwala Institute of Business Management, GLA University, Mathura, IndiaORCID Iconhttps://orcid.org/0000-0003-3618-8108View further author information
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Naval Bajpaib ABV- Indian Institute of Information Technology and Management, Gwalior, IndiaView further author information
Pages 799-815 | Received 10 Sep 2019, Accepted 13 May 2020, Published online: 26 May 2020

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Read on this site (3)

Arabelle David-Ignatieff, Cristian Buzeta, Patrick De Pelsmacker & Norchene Ben Dahmane Mouelhi. (2023) This embodied conversational agent looks very human and as old as I feel! The effect of perceived agent anthropomorphism and consumer-agent age difference on brand attitude. Journal of Marketing Communications 0:0, pages 1-29.
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Jeongmin Ham, Sitan Li, Pratik Shah & Matthew S. Eastin. (2023) The “Mixed” Reality of Virtual Brand Endorsers: Understanding the Effect of Brand Engagement and Social Cues on Technological Perceptions and Advertising Effectiveness. Journal of Interactive Advertising 23:2, pages 98-113.
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Xiaolong Shao, EunHa Jeong & SooCheong (Shawn) Jang. (2021) Effectiveness of anthropomorphism in ugly food promotion: Do gender and age matter?. Journal of Foodservice Business Research 24:5, pages 596-611.
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Articles from other publishers (1)

Juan C. Londoño & Salvador Ruiz de Maya. (2022) The influence of anthropomorphic cues in retailing: The moderating effect of the vice versus virtue products. Psychology & Marketing 39:7, pages 1322-1335.
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