Anthropomorphism and animism in advertising : persuasive tactics and the influence on consumer behavior

• Main Author: Karpin??ska-Krakowiak, Ma??gorzata (Author)
• Format: Electronic eBook
• Language: English
• Published: Abingdon : Routledge, 2025.
• Edition: First edition.
• Series: Routledge studies in marketing.
• Subjects: Marketing.; Consumer behavior.; Anthropomorphism.; Animism.; elektronické knihy; electronic books
• ISBN: 9781003657248; 1003657249; 9781040452899; 1040452892; 9781040452950; 1040452957; 9781041108849
• Physical Description: 1 online resource (170 pages) : illustrations.

Traditionally, advertisers have assumed that anthropomorphism (seeing a product as human) and animism (seeing a product as alive) are identical processes, triggering the same consumer responses. This book shows that this assumption is incorrect, often leading to misinterpretations in scholarly studi...