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A Meta-Analytic Investigation Of The Relationship Between Anthropomorphism And Consumers’ Responses: Effects, Mechanism, And Boundary Conditions, Franklin G. Velasco

Marketing Dissertations

Almost one in three brands sold to adults and more than five in six brands sold to children use some form of anthropomorphic representation in promoting their products. Marketers probably hold an inherent belief that anthropomorphism increases consumer preference for their products. Extant research, however, offers no clear evidence to support this. Such mixed findings suggest that this is a prolific and complex problem that could benefit from a synthesis of research on the topic. In response to this call, this dissertation presents two essays applying the meta-analytic approach to understand where the inconsistency comes from and to identify the …