How Anthropomorphized Brand Spokescharacters Affect Consumer Perceptions and Judgments

This study focuses on anthropomorphized spokescharacters, classifying them into cute or mature looks. The authors performed three studies to investigate how these two types of anthropomorphized spokescharacters affect consumer perceptions and judgments. Studies 1 and 2 examined advertising language (assertive versus nonassertive) and relationship norm (communal versus exchange) as boundary conditions. Study 3 shows how consumer persuasion...