Are Consumers Moved by a Crying Tree Or a Smiling Forest

Effects of Anthropomorphic Valence And Cause Acuteness in Green Advertising

Dados Bibliográficos

ID21340689
AutoresChun-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)
Ano2022
Volume62
Fascículo4
Páginas357-384
Data de publicação2022-12-01
Peer ReviewedSim
Open AccessNão
TipoARTICLE
PeriódicoJournal of Advertising Research (JOURNAL)
Identificadores do periódicoISSN: 0021-8499 • E-ISSN: 1740-1909
EditoraInforma UK Limited (PUBLISHER • GB)
DOI10.2501/jar-2022-024
OpenAlexW4308011661
IdiomaEN
Citações recebidas4
Referências citadas70

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