A meta-analytic investigation of consumer response to anthropomorphic appeals: The roles of product type and uncertainty avoidance

We aim to resolve the mixed findings on the effectiveness of anthropomorphic appeals in generating positive product evaluations from consumers. In a meta-analysis of 47 papers that explores the persuasive impact of anthropomorphic versus non-anthropomorphic appeals, we show that when the salience of uncertainty is high (e.g., when consumers purchase experience products, when consumers come from countries with high uncertainty avoidance),...