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Being Human: How Anthropomorphic Presentations Can Enhance Advertising Effectiveness

ABSTRACT Anthropomorphism appeals or ads containing a product portrayed as humanlike are commonplace, yet rarely investigated. The current study evaluates the effectiveness of anthropomorphism appeals and the moderating influence of loneliness and product knowledge. Experimental results demonstrate that anthropomorphism appeals enhance attitude toward the brand and attitude toward the advertisement, ultimately increasing purchase intentions. In addition, loneliness and product knowledge moderate the effects of anthropomorphism on attitude toward the advertisement. Hence, our findings suggest anthropomorphism appeals are potentially effective promotional tools for influencing consumer attitudes and intentions, particularly when managed through individual difference factors. Implications for advertisers are provided.