Effects of anthropomorphized virus warnings and perceived cuteness on compliance intention

Abstract

Purpose

This study investigated the anthropomorphism of the pandemic virus and its downstream effects by examining how warnings trigger viewers' risk perceptions and motivate them to pursue protection.

Design/methodology/approach

Three experiments were conducted. The first was a two-part (virus: anthropomorphic vs non-anthropomorphic) between-subject design that measured the participants' risk perception and compliance intention. The second experiment used a three-part (cuteness: cute vs non-cute vs control) between-subjects design. The third experiment used a three-part (cuteness: cute vs non-cute vs control) by two-part (aggressive guidance: present vs absent) between-subject design.

Findings

Anthropomorphism of the virus increased risk perception, thus influencing protective behavior and the effectiveness of warning signs, but only when the message was not perceived as cute. Aggressive messages and cute images of baby schemata enhanced compliance intention to warning guidelines.

Practical implications

The results provide a theoretical basis for studying the effectiveness of anthropomorphized warning signs and suggest implications for the impact of anthropomorphism on risk communication and compliance.

Originality/value

This study highlights that cuteness, often accompanied by anthropomorphism, may evoke inferences that reduce the effect of risk communication to induce compliance intention. Furthermore, the authors discovered that a more persuasive message appeals to mitigate the maladaptive responses to cute warnings.

Citation

Xiang, L. and Park, H.J. (2023), "Effects of anthropomorphized virus warnings and perceived cuteness on compliance intention", Asia Pacific Journal of Marketing and Logistics, Vol. 35 No. 12, pp. 2897-2911. https://doi.org/10.1108/APJML-11-2022-0949