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

UNCG Author/Contributor (non-UNCG co-authors, if there are any, appear on document)
Zhiyong Yang, Professor and Department Head (Creator)
The University of North Carolina at Greensboro (UNCG )
Web Site: http://library.uncg.edu/

Abstract: 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.

Additional Information

Journal of Business Research, 131, 735–746
Language: English
Date: 2021
anthropomorphism, meta-analysis, uncertainty avoidance, experience versus search products

Email this document to