A meta-analytic investigation of consumer response to anthropomorphic appeals: The roles of product type and uncertainty avoidance

We aim to resolve the mixed findings on the effectiveness of anthropomorphic appeals in generating positive product evaluations from consumers. In a meta-analysis of 47 papers that explores the persuasive impact of anthropomorphic versus non-anthropomorphic appeals, we show that when the salience of...

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Bibliographic Details
Published inJournal of business research Vol. 131; pp. 735 - 746
Main Authors Velasco, Franklin, Yang, Zhiyong, Janakiraman, Narayanan
Format Journal Article
LanguageEnglish
Published Elsevier Inc 01.07.2021
Elsevier B.V
Subjects
Anthropomorphism
Experience versus search products
Meta-analysis
Uncertainty avoidance
Experience versus search products
Uncertainty avoidance
Anthropomorphism
Meta-analysis
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Summary:We aim to resolve the mixed findings on the effectiveness of anthropomorphic appeals in generating positive product evaluations from consumers. In a meta-analysis of 47 papers that explores the persuasive impact of anthropomorphic versus non-anthropomorphic appeals, we show that when the salience of uncertainty is high (e.g., when consumers purchase experience products, when consumers come from countries with high uncertainty avoidance), anthropomorphic appeals are more influential than non-anthropomorphic appeals. We discuss the theoretical and practical implications of these findings, and how to improve persuasive messaging by considering the contextual effectiveness of anthropomorphism.
ISSN:0148-2963
1873-7978
DOI:10.1016/j.jbusres.2020.11.015