Journal of Marketing Science ›› 2021, Vol. 1 ›› Issue (2): 114-133.

Previous Articles     Next Articles

Research on Persuasion Effect Mechanism of Anthropomorphized Spokespersons—The Mediation Effect of Parasocial Interactions and Positive Emotions

Feng Yuan,Jiang Ling,Li Yanchen   

  1. Feng Yuan,School of Management, Zhongkai University of Agriculture and Engineering ; Jiang Ling,School of Business, Macau University of Science and Technology Li Yanchen,School of Business, Macau University of Science and Technology
  • Online:2021-10-16 Published:2022-07-22

Abstract: Using anthropomorphic characters ( such as anime characters and virtual idols) as spokespersons is a common strategy in the advertising industry. Still, few scholars pay attention to the impact of consumers' anthropomorphic perceptions on the persuasiveness of spokespersons. Previous researches divided anthropomorphic perceptions into two types: systematic and heuristic. Systematic anthropomorphism is to treat anthropomorphic objects as an individual entity that can generate social interactions , while heuristic anthropomorphism is an implicit effect. Based on these two types of anthropomorphism, this study takes different types of spokespersons ( anthropomorphized/real people) as the stimuli to verify the impact of consumer anthropomorphic tendency on the persuasiveness of different spokespersons. Experimental data show that under the moderation effect of individual anthropomorphic tendencies, consumers' perceptions of the parasocial interaction and positive emotions of the spokespersons have a simultaneous impact on the spokespersons’ persuasiveness. Participants with low anthropomorphic tendencies have significantly higher perceptions of parasocial interactions with real people than anthropomorphized spokespersons ; participants with high anthropomorphic tendencies have significantly higher positive emotions for anthropomorphized spokespersons than humans. The research results complement the existing anthropomorphism marketing research and could help companies choose appropriate anthropomorphic strategies for consumer preferences.

Key words: anthropomorphism?, ?spokesperson?, ?parasocial interaction?, ?positive emotions?, ?persuasion