Abstract
Many brand managers in marketing frequently encourage anthropomorphizing their brand by creating brand characters, mascots, and spokes-people such as the Michelin Man, Pillsbury Doughboy, Tony the Tiger and so on. Because consumers are able to strengthen their own self-concept by owning...
Abstract
Many brand managers in marketing frequently encourage anthropomorphizing their brand by creating brand characters, mascots, and spokes-people such as the Michelin Man, Pillsbury Doughboy, Tony the Tiger and so on. Because consumers are able to strengthen their own self-concept by owning brands whose symbolic images and values. These tendency for consumers arises from the fact that consumers consider brands as a real human with human personality traits. It occurs the series of response of consumers that they make 'person-person' relationship with brand, form the deeper and longer lasting brand attachments, and infer to the brand personality through the interaction between consumers and brand based on anthropomorphization. As such, many studies show that anthropomorphization is a antecedent of consumer-brand relationship, brand personality, and brand loyalty. Therefore brand anthropomorphization is one of the most important marketing issue.
Although many marketer tend to make their brand real human by using brand anthropomorphization in communication tactics, many marketing literatures has been lacking the effectiveness of anthropomorphizing brand advertising. The anthropomorphization process is significantly determined by the accessibility of human schema, by the presence of specific situational cues, and by individuals’ motivation at the time of judgment(Puzakova et al., 2009).
Thus, in the future study about anthropomorphization, we need to investigate the additional avenues regarding how advertising variables and marketing communication efforts may impact the inferences about anthropomophized brand. According to Dennett(1982), facial features, voices or physical appearance may increase the anthropomorphic induction processes. It supported that human schema is primed by human cue in marketing literature. That is, accessibility of human schema at the point of judgment may give a consumer a hint to make anthropomorphic inferences about brands. As the human cue for anthropomorphizing agent affect to the customers' evaluation, the anthropomorphic agents which have higher degrees of human cue encourage the consumer to make judgement based on the anthropomorphized product attributes, however, the anthropomophic agents which use lower degrees encourage the consumers to make evaluation based on the anthropmorphized non-product attributes. Therefore the degrees of human cue involved in anthropomorphized advertisements will affect the effectiveness of advertising.
In this study, we compare with advertising effectiveness in the anthropomorphized advertising according to the tangibility of offerings, type of offerings, and brand familiarity. Through 2(higher degrees of anthropomorphization vs. lower degrees of anthropomorphization)*2(tanigibility vs. intangibility), 2(higher degrees of anthropomorphization vs. lower degrees of anthropomorphization)*2(utilitarian vs. hedonic), and 2(higher degrees of anthropomorphization vs. lower degrees of anthropomorphization)*2(higher degrees of brand familiarity vs. lower degrees of brand familiarity) between-subjects factorial design, an experiment was conducted and multivariate analysis was used.
The results as following; First, in case of tangible product, customer shows more positive attitude in lower degrees of anthropomorphization than in higher degrees of anthropomorphization. Conversely, for the intangibility service, they show more positive attitude in higher degrees of anthropomorphization than in lower degrees of anthropomorphization. Second, when the offerings are utilitarian, customer make judgement positively in lower degrees of anthropomorphization than in higher degrees of anthropomorphization. and when the offerings are hedonic, they make judgement positively in higher degrees of anthropomorphization than in lower degrees of anthropomorphization. Therefore, in regard to offerings tangibility and type there is significant difference on advertising effectiveness between the degrees of anthropomorphization. However, we can't verify the moderating role of brand familiarity. In case of higher degrees of brand familiarity, consumers tend to have positive attitude only about brand not advertising, and in case of lower degrees of brand familiarity, they tend to have positive attitude only about brand not advertising, too. From this results, the brand familiarity would affect not attitude toward the advertisements but brand. In other view for the result, in case of familiar brand, habituation and tedium may occur sooner so novelty of advertising, such as high anthropomorphized brand, is positive influence on the effectiveness of the advertising. Therefore consumer tend to have positive attitude toward higher degrees of anthropomorphized advertising.
These findings about the effectiveness of anthropomorphized advertising in low product and service show that what the kind of offerings are most suitable is to be decided and then to create the synergy effect between the degrees of anthropomorphization.
Keyword : brand anthropomorphized advertising, degrees of anthropomorphization, tangibility of offerings, type of offerings, brand familiarity, advertising effectiveness
Abstract
Many brand managers in marketing frequently encourage anthropomorphizing their brand by creating brand characters, mascots, and spokes-people such as the Michelin Man, Pillsbury Doughboy, Tony the Tiger and so on. Because consumers are able to strengthen their own self-concept by owning brands whose symbolic images and values. These tendency for consumers arises from the fact that consumers consider brands as a real human with human personality traits. It occurs the series of response of consumers that they make 'person-person' relationship with brand, form the deeper and longer lasting brand attachments, and infer to the brand personality through the interaction between consumers and brand based on anthropomorphization. As such, many studies show that anthropomorphization is a antecedent of consumer-brand relationship, brand personality, and brand loyalty. Therefore brand anthropomorphization is one of the most important marketing issue.
Although many marketer tend to make their brand real human by using brand anthropomorphization in communication tactics, many marketing literatures has been lacking the effectiveness of anthropomorphizing brand advertising. The anthropomorphization process is significantly determined by the accessibility of human schema, by the presence of specific situational cues, and by individuals’ motivation at the time of judgment(Puzakova et al., 2009).
Thus, in the future study about anthropomorphization, we need to investigate the additional avenues regarding how advertising variables and marketing communication efforts may impact the inferences about anthropomophized brand. According to Dennett(1982), facial features, voices or physical appearance may increase the anthropomorphic induction processes. It supported that human schema is primed by human cue in marketing literature. That is, accessibility of human schema at the point of judgment may give a consumer a hint to make anthropomorphic inferences about brands. As the human cue for anthropomorphizing agent affect to the customers' evaluation, the anthropomorphic agents which have higher degrees of human cue encourage the consumer to make judgement based on the anthropomorphized product attributes, however, the anthropomophic agents which use lower degrees encourage the consumers to make evaluation based on the anthropmorphized non-product attributes. Therefore the degrees of human cue involved in anthropomorphized advertisements will affect the effectiveness of advertising.
In this study, we compare with advertising effectiveness in the anthropomorphized advertising according to the tangibility of offerings, type of offerings, and brand familiarity. Through 2(higher degrees of anthropomorphization vs. lower degrees of anthropomorphization)*2(tanigibility vs. intangibility), 2(higher degrees of anthropomorphization vs. lower degrees of anthropomorphization)*2(utilitarian vs. hedonic), and 2(higher degrees of anthropomorphization vs. lower degrees of anthropomorphization)*2(higher degrees of brand familiarity vs. lower degrees of brand familiarity) between-subjects factorial design, an experiment was conducted and multivariate analysis was used.
The results as following; First, in case of tangible product, customer shows more positive attitude in lower degrees of anthropomorphization than in higher degrees of anthropomorphization. Conversely, for the intangibility service, they show more positive attitude in higher degrees of anthropomorphization than in lower degrees of anthropomorphization. Second, when the offerings are utilitarian, customer make judgement positively in lower degrees of anthropomorphization than in higher degrees of anthropomorphization. and when the offerings are hedonic, they make judgement positively in higher degrees of anthropomorphization than in lower degrees of anthropomorphization. Therefore, in regard to offerings tangibility and type there is significant difference on advertising effectiveness between the degrees of anthropomorphization. However, we can't verify the moderating role of brand familiarity. In case of higher degrees of brand familiarity, consumers tend to have positive attitude only about brand not advertising, and in case of lower degrees of brand familiarity, they tend to have positive attitude only about brand not advertising, too. From this results, the brand familiarity would affect not attitude toward the advertisements but brand. In other view for the result, in case of familiar brand, habituation and tedium may occur sooner so novelty of advertising, such as high anthropomorphized brand, is positive influence on the effectiveness of the advertising. Therefore consumer tend to have positive attitude toward higher degrees of anthropomorphized advertising.
These findings about the effectiveness of anthropomorphized advertising in low product and service show that what the kind of offerings are most suitable is to be decided and then to create the synergy effect between the degrees of anthropomorphization.
Keyword : brand anthropomorphized advertising, degrees of anthropomorphization, tangibility of offerings, type of offerings, brand familiarity, advertising effectiveness
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