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.