| Summary: | 碩士 === 國立中興大學 === 行銷學系所 === 105 === Recently, anthropomorphization has been increasingly adopted by marketers. Personification of brand can be applied to TV commercials, print advertisements, and product packages in different ways. It can not only establish a positive brand image but also build closer relationships with customers. My literature reviews indicate that anthropomorphization has a positive influence on brand preference and purchase intention, whereas it would also cause disastrous impacts on brands or products in the wake of negative publicity. Previous research sheds light on how brand anthropomorphization influences the consumers’ attitudes toward products and the brand itself. Based on the fact that anthropomorphization is being used in various ways, this research aims to clarify how different types of anthropomorphization influence consumers under different circumstances.
This research conducts three experiments. The first experiment is field study documenting the usage of ingredient anthropomorphization versus product appearance anthropomorphization. The result indicates that people prefer the product with ingredient anthropomprphization. The second and third experiments are experience design. The second experiment is 2(the type of brand anthropomorphization: ingredient vs. appearance) by 2(advertising appeal: emotional vs. rational). The result indicates that when advertising appeal is emotional appeal, appearance anthropomorphization arouses higher consumers’ purchase intention than ingredient anthropomorphization. Conversely, when advertising appeal is rational appeal, ingredient anthropomorphization arouses higher consumers’ purchase intention than appearance anthropomorphization. The third experiment is 2(the type of brand anthropomorphization: ingredient vs. appearance) by 2(product type: hedonic vs. utilitarian product). The result indicates that when the product is more hedonic, appearance anthropomorphization arouses higher consumers’ purchase intention than ingredient anthropomorphization. But when the product is more utilitarian, there is no distinct difference between the two types.
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