Are Consumers Moved by a Crying Tree Or a Smiling Forest
Effects of Anthropomorphic Valence And Cause Acuteness in Green Advertising
Bibliographic Data
| ID | 21340689 |
|---|---|
| Authors | Chun-Tuan Chang (National Sun Yat-sen University), Chun‐tuan Chang (0000-0001-8538-4602, National Sun Yat-sen University), Hsiao-Ching Lee (National Kaohsiung University of Science and Technology), Hsiao‐Ching Lee (University of Science and Technology), Yu-Kang Lee (National Sun Yat-sen University), Yu‐kang Lee (0000-0002-3687-0775, National Sun Yat-sen University) |
| Year | 2022 |
| Volume | 62 |
| Issue | 4 |
| Pages | 357-384 |
| Publication date | 2022-12-01 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Journal of Advertising Research (JOURNAL) |
| Journal identifiers | ISSN: 0021-8499 • E-ISSN: 1740-1909 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.2501/jar-2022-024 |
| OpenAlex | W4308011661 |
| Language | EN |
| Citations received | 4 |
| References cited | 70 |
Rivers, lakes, oceans, volcanos, and forests are anthropomorphized by featuring them with humanlike facial characteristics or presenting a personified message. Whereas prior communications research has focused on comparisons between anthropomorphism and nonanthropomorphism, the current study proposes two types of anthropomorphism based on anthropomorphic valence: positive versus negative. Results of three experiments show that negative anthropomorphism is more persuasive for a sudden disaster but that positive anthropomorphism is more effective for an ongoing tragedy. Connectedness to nature is found as the underlying mechanism. Marketers should carefully frame the acuteness level of an environmental issue to complement the type of anthropomorphic valence in their advertisement
Advertising · Business · Cognition · Cognitive psychology · Crying · Emotional valence · Social connectedness · Valence (chemistry) · Behavioral Health and Interventions · Consumer Behavior in Brand Consumption and Identification · Media Influence and Health · Psychology · Social Psychology
Emotional Contagion
The Expression Of The Emotions In Man And Animals
A literature review of connectedness to nature and its potential for environmental management
Who Sees Human?
The Face of Need
Feeling Love and Doing More for Distant Others
Blame the Bot
Mindfully green
Why Is Nature Beneficial?
Nostalgia
Value Orientations, Gender, and Environmental Concern
Inclusion with Nature
Nature Experiences and Adults’ Self-Reported Pro-environmental Behaviors
Congruence Effects in Sponsorship
Construal-level theory of psychological distance.
On seeing human
Encouraging pro-environmental behaviour
Temporal construal.
The connectedness to nature scale
Relationship between attitudes and evaluative space
Relationship between attitudes and evaluative space
Ethnic and Gender Differences in Emotional Ideology, Experience, and Expression
Mind the Gap
Finding the face in the crowd
What will I be? The role of temporal perspective in predictions of affect, traits, and self-narratives
Saving Mr. Nature
The role of feasibility and desirability considerations in near and distant future decisions
Mood, misattribution, and judgments of well-being
Effect of feeling good on helping
Construal levels and self-control
Hedonic Eating Goals and Emotion
Value from Regulatory Construal Fit
Psychological Distancing
Is That Car Smiling at Me? Schema Congruity as a Basis for Evaluating Anthropomorphized Products
When a Day Means More than a Year
The Effects of Positive Mood on Memory
| Unique citing works | 4 |
|---|---|
| Citations per year | 2 |
| Citation span | 2024 - 2025 (2) |
| Citation velocity | recent |
| Highly cited | No |
| Citation types | Neutral: 3 |