The multidimensionality of anthropomorphism in advertising: the moderating roles of cognitive busyness and assertive language

ABSTRACT

Anthropomorphized brands or products in advertisements are known to affect consumers’ attitudes in a positive direction. However, most research treats anthropomorphized stimuli as the same in both its design and effects. We explore the multidimensional nature of anthropomorphism in advertising by investigating two degrees of humanization (i.e. subtle vs. overt) that generate different outcomes in terms of advertising performance. For example, we find that consumers prefer ads that use overt humanization (compared to subtle and no humanization) when an ad uses assertive language (i.e. Buy NOW!); however, they prefer ads that use subtle humanization when coupled with ads that do not include assertive language. We find a similar pattern when consumers are cognitively busy. Managerial and theoretical implications are discussed.

KEYWORDS:

• Anthropomorphism
• cognitive busyness
• print advertising
• assertive language

Acknowledgments

The authors are thankful for the IJA review team for their insightful comments and suggestions. The authors are also thankful for financial support from LeBow College of Business, Drexel University and for the Faculty Research Grant supported by Dominican University.

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Notes on contributors

Brooke Reavey

Brooke Reavey (PhD, Drexel University) is an assistant professor of the Marketing Department at the Brennan School of Business, Dominican University. Her main research interests include marketing communications, prosocial behavior, and political marketing. She is also a senior fulbright scholar who studied nonprofit participation in Romania. Her research has appeared in the International Journal of Nonprofit and Voluntary Sector Marketing, International Journal of Advertising, and Advances in Consumer Research.

Marina Puzakova

Marina Puzakova (PhD, Drexel University) is an assistant professor of the Marketing Department at the College of Business and Economics, Lehigh University. Her main research interests include branding, consumer inference making, product and brand anthropomorphism and strategic marketing. Her research has appeared in the Journal of Marketing, International Journal of Research in Marketing, Journal of Advertising, Journal of Business Research, Journal of Marketing Theory and Practice, International Journal of Advertising.

Trina Larsen Andras

Trina Larsen Andras (PhD, University of Texas at Austin) is a professor and head of the Marketing Department at the LeBow College of Business, Drexel university. Her research has been published in many journals in her field, including the Harvard Business Review, Journal of the Academy of Marketing Science, International Marketing Review and the Journal of International Marketing, among others.

Hyokjin Kwak

Hyokjin Kwak (PhD, University of Georgia) is a professor of the Marketing Department at the LeBow College of Business, Drexel University. His research interests include advertising effects, consumer communications and strategic marketing. He has published in the Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Consumer Psychology, Journal of Advertising Research, Journal of Advertising, among others.