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

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...

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Bibliographic Details
Main Author Karpin??ska-Krakowiak, Ma??gorzata (Author)
Format Electronic eBook
LanguageEnglish
Published Abingdon : Routledge, 2025.
EditionFirst edition.
SeriesRoutledge studies in marketing.
Subjects
Marketing.
Consumer behavior.
Anthropomorphism.
Animism.
elektronické knihy
electronic books
Online AccessFull text
ISBN9781003657248
1003657249
9781040452899
1040452892
9781040452950
1040452957
9781041108849
Physical Description1 online resource (170 pages) : illustrations.

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Table of Contents:
  • Part I: Understanding Anthropomorphism and Animism 1. What Are Anthropomorphism and Animism? 2. Traits of Life vs. Traits of Humanness 3. Why Do We Anthropomorphize? Why Do We Animate? Part II: Advertising Tactics for Anthropomorphism and Animism 4. Animism in Advertising: The Power of Movement 5. Anthropomorphism in Advertising: The Power of Language 6. Anthropomorphism in Advertising: The Power of Embodiment Part III: How Advertising Tactics Activate Anthropomorphism vs. Animism and Influence Persuasion 7. The Effects of Movement, Language, and Embodiment on Animism, Anthropomorphism and Persuasion 8. How Different Types of Movement Trigger Animism vs. Anthropomorphism and Affect Persuasion 9. Combining Tactics for Anthropomorphism and Animism: Does More Mean Better? Conclusions Appendix: Review of Past Experimental Research on Anthropomorphism

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