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Enterprises often use anthropomorphic images to display products. In this study, by discussing the differences of the anthropomorphic images of juxtaposition and fusion, the authors can distinguish the boundary conditions of the influence of different visual object structures on consumers' attention.

Based on schema theory and information processing theory and using eye movement methods, this study analyzed the attractiveness of anthropomorphic images to consumers under different congruence levels through experiments of 2 (congruence: high and low) *2(visual object structure: juxtaposition and fusion)*2(self-construct: interdependent and independent). This study discusses the difference in the attractiveness of interdependent and independent consumers in the context of high congruence, juxtaposition and fusion of two visual object structures.

The results show that compared with the low congruence anthropomorphic image, the high congruence anthropomorphic image can attract more attention of consumers. In the case of low compatibility of anthropomorphic images, the juxtaposition structure of anthropomorphic images is more attractive to consumers than the fusion structure. In the case of high compatibility of anthropomorphic images, for independent self-consumers, the attraction of fusion structure image is higher than the juxtaposition image, and for interdependent self-consumers, the attraction of juxtaposition image is higher than the fusion image.

The conclusion enriches the anthropomorphic marketing theory. It reveals different degrees of attention paid to anthropomorphic image by consumers of different types of self-construct. Eye movement methods provide a new perspective for the study of anthropomorphic marketing and provide a reference for enterprises to publicize products or services through anthropomorphic image.

This paper aims to examine the effect of anthropomorphic entities in the public service advertisements (PSA) on individuals’ pro-social behavior. In addition, the role of individuals’ need for affect and self-construal in moderating the effect of anthropomorphism toward pro-social behavior is explored.

An experimental research design is executed to identify the causal relationship between anthropomorphic representations in the advertisements and pro-social behavior.

The findings suggest that anthropomorphism in PSA is helpful in increasing compliance behavior amongst individuals. Besides, an individual’s need for affect was found to positively moderate pro-social behavior.

The authors extend the existing literature on the usage of anthropomorphism in social causes. The authors also explore the role of one of the intrinsic motivations, need for affect, in pro-social behavior.

The study demonstrates how best one could use anthropomorphization in PSA by sensitizing individuals to social causes and compliance behavior.

The study builds upon the existing research on anthropomorphization, need for affect and pro-social behavior in increasing compliance with PSA.

This paper aims to identify how cute packaging design elements can influence young adult purchases of unfamiliar products, especially the perceived old-fashioned ones.

Two studies were conducted systematically with 240 young adults. The first study manipulated product characters, fonts, colors and storytelling styles to determine the cutest packaging elements. Packaging samples containing the cutest elements from Study 1 were tested for their effect on purchase intention in Study 2, moderated by product familiarity.

Anthropomorphized product characters, curvy, handwritten-like fonts, a mixture of colors and superhero story-like product information were considered the whimsically cutest packaging elements by young adults. Whimsically cute packaging design can bridge consumer product unfamiliarity and generate higher purchase intention.

Whimsically cute packaging design could be a promising alternative for marketers promoting unfamiliar products to young adult consumers.

This study's findings complement existing literature on cute packaging design, whimsical cuteness and extrinsic cue utilization theory.

Intelligent customer service has started replacing human employees in providing services to customers in numerous industries. Based on the expectancy disconfirmation theory, this study explores how different types of anthropomorphic avatar images of the intelligent customer service would affect consumer responses such as the willingness to interact, in the context of a service failure. The underlying mechanism and boundary conditions are also examined.

Two experimental studies were conducted to investigate the effect of the anthropomorphic image of intelligent customer service on consumers' willingness to interact and the potential role of consumer expectation and disappointment, following a service failure (Study 1). The moderating effect of anthropomorphic type was also explored (Study 2).

In the context of a customer service failure, an anthropomorphized intelligent customer service avatar that appeared competent (vs. warm) induced higher customer disappointment. However, if the anthropomorphic avatar had a cartoon-like appearance, the effect of avatar image perception (competent vs. warm) on consumers' willingness to interact diminishes.

This research enriches and expands the literature on interactive marketing and artificial intelligence and provides practical guidance for companies to design or choose avatar images for intelligent customer service.

Given the increasing need after the outbreak of COVID-19 to encourage restaurant customers to dine in, the purpose of this paper is to examine the effects that anthropomorphic cues jointly with brand awareness and subjective social class have on restaurant-visit intention.

To better comprehend the use of anthropomorphic cues, this paper involved two studies that used two types of anthropomorphic cues: (1) non-food (a spoon) and (2) food ingredients. For each study, a 2 × 2 mixed factorial design was used.

Using three-way mixed ANOVAs, the results from Study 1 confirmed that adding anthropomorphic cues to a non-food object (a spoon) could induce positive effects for restaurants with lower brand awareness, especially among individuals with low subjective social class. In contrast, Study 2 showed that adding anthropomorphic cues to a food ingredient (e.g. tomato, lettuce and olive) had a weaker effect on restaurants with high brand awareness, especially among individuals with a high subjective social class.

Marketers should use anthropomorphism strategies based on their target customers, especially if their brand is less popular.

Using the theoretical framework from the elaboration likelihood model, this paper contributes to the anthropomorphism literature by showing how an anthropomorphized image that fits an individual’s interests could trigger a careful thinking process that leads to differential behaviors based on brand awareness.

Anthropomorphism is the innate human tendency to attribute human or human-like characteristics to non-human entities or objects. Even though it is widely used by marketing practitioners, there is a scarcity of academic research that systematically attempts to capture this phenomenon. The aim of the current study is to investigate anthropomorphism in product packages of the 2010 Nielsen’s Top 100 grocery brands in the UK.

This study uses a mixed-method design combining quantitative content analysis and correspondence analysis. The former methodology allowed for documentation of anthropomorphic package elements, whereas the latter facilitated the study of structural relationships between anthropomorphic cues and product-related attributes such as type, category and target market.

The findings reveal that anthropomorphism is widely used in the packaging of grocery brands in the sample investigated. Moreover, the evidence shows that there appears to be an association between anthropomorphism and product-related attributes.

The current study contributes to both theory and practice. It illuminates the under-investigated interface of anthropomorphism and marketing by capturing anthropomorphic elements appearing in product packaging. The combination of anthropomorphic package elements and product-related attributes may assist managers in designing their packages to provide unique product experiences.

This study serves as a roadmap for both academics and practitioners wishing to engage in a fruitful dialogue on the emerging area of anthropomorphic marketing.

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.

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.

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.

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.

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.

This paper aims to addresses an important gap in anthropomorphism research by examining the individual-level factors that correlate with anthropomorphic tendency.

The extant psychology, marketing and consumer psychology literature is reviewed, and eight hypotheses devised. Data from 509 online survey respondents are analysed to identify individual characteristics associated with anthropomorphic tendency.

The results reveal that anthropomorphic tendency varies by individual and is significantly related to personality, age, relationship status, personal connection to animals and experiential thinking.

This paper extends on recent research into the individual nature of anthropomorphic tendency, once thought to be a universal trait. Given that this paper is the first of its kind, testing of further traits is merited. It is suggested that future research further examine personality, as well as other elements of individual difference, and test the role of anthropomorphic tendency in the development of processing abilities with age.

Findings show that anthropomorphic tendency may prove to be a key variable in the segmentation of markets and the design of marketing communications, and that younger, single, more creative, conscientious consumers are an appropriate target for anthropomorphic messages. The importance of personal connection to animals, as well as experiential thinking, is also highlighted.

Given the importance of anthropomorphic tendency for the processing of messages involving non-human endorsers, as well as the formation of relevant attitudes and behaviours, this paper fulfils an identified need to further understand the characteristics of those high on this tendency.

Assessing anthropomorphic tendency in relation to real estate purchase decisions and analysing the elements of friendliness, aggressiveness, pleasure and arousal as a link to the spatial memory of the consumer. This study aims to help brands and advertisers in the real estate industry to create meaningful consumer relationships by using elements that are associated with positive spatial experience. By formulating a detailed questionnaire with adapted variables from proven research and a multilayered approach of theoretic and practical analysis, this paper situates the identified variables in the plane of space and customer experience.

By using structural equation modeling, this study analyses a sample data of 411 consumers and their response to elements of housing.

The findings of this study showed that variables of friendliness, aggressiveness, pleasure and arousal significantly impact consumer’s real estate purchase decision; however, anthropomorphic tendency does not have a significant impact. Through theoretical analysis, it was found that spatial memory may have a role in the visual and display of the variables.

The merit of this paper lies in the discussion it has raised with regard to the intersection between theoretics of space and the chosen variables. In the field of business and management, often philosophical implications of spatiality may not be actively associated with numerical computation. This paper not only looks at brand anthropomorphism’s impact on real estate purchase decisions but also looks at friendliness and other mentioned variables as significantly impacting purchase decisions and linked to memory, space and affiliation.

Food waste is a big problem where millions of pounds of produce are discarded every year because they are imperfect or unattractive. Despite the societal implications of selling unattractive produce, limited research has been directed toward understanding the effect of imperfect produce on consumers’ evaluations of the produce and retailer outcomes. This paper aims to investigate why consumers tend to discard imperfect produce and how retailer interventions (i.e. anthropomorphized signage and packaging) can alleviate these negative effects.

Three experiments were conducted to examine the postulations. Study 1 highlights the role of consumers’ embarrassment in the purchase decision of imperfect produce and retailer patronage intention. Studies 2 and 3 provide managerially relevant boundary conditions of anthropomorphic signage and opaque packaging.

Convergent results across three studies (n = 882) indicate that imperfect produce increases purchase embarrassment and reduces purchase intention and retailer patronage intention. Retailer interventions (i.e. anthropomorphic signage and opaque packaging) can allay this feeling of embarrassment and lead to an increased retailer patronage intention and higher service satisfaction.

This research provides guidance to retailers for effectively promoting imperfect produce.

Retailers’ actions can benefit the well-being of farmers, suppliers, customers and the overall environment.

This research adds to the literature on unattractive produce by identifying new moderators, namely, anthropomorphic signages and opaque packaging. The research also shows that purchase embarrassment is a key process mechanism.