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Is that coffee mug smiling at me? How anthropomorphism impacts the effectiveness of desirability vs. feasibility appeals in sustainability advertising

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  • Han, Nah Ray
  • Baek, Tae Hyun
  • Yoon, Sukki
  • Kim, Yeonshin

Abstract

In this study, we examine how two message appeals—feasibility vs. desirability—and anthropomorphism jointly shape the effectiveness of environmental persuasion. The findings of Study 1 showed that the feasibility appeal was more effective than the desirability appeal in an ad promoting recycling. In Study 2, we found that this effect was moderated by anthropomorphic imagery in the ad. That is, the desirability appeal was more effective than the feasibility appeal when the ad featured a reusable cup with a smiley face and first-person copy, whereas the feasibility appeal was more effective than the desirability appeal when the ad featured a reusable cup with no smiley face and third-person copy. Theoretical and practical implications for sustainability marketing strategies are discussed.

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  • Han, Nah Ray & Baek, Tae Hyun & Yoon, Sukki & Kim, Yeonshin, 2019. "Is that coffee mug smiling at me? How anthropomorphism impacts the effectiveness of desirability vs. feasibility appeals in sustainability advertising," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 352-361.
    • Handle: RePEc:eee:joreco:v:51:y:2019:i:c:p:352-361
    DOI: 10.1016/j.jretconser.2019.06.020
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    10. Marion Garaus & Christian Garaus & Elisabeth Wolfsteiner & Charlotte Jermendy, 2022. "Anthropomorphism as a Differentiation Strategy for Standardized Reusable Glass Containers," Sustainability, MDPI, vol. 14(15), pages 1-17, August.
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    14. Stacie F. Waites & Adam Farmer & Carol L. Esmark Jones, 2021. "Building toward a solid foundation: The effect of thinking concretely about the future," Journal of Consumer Affairs, Wiley Blackwell, vol. 55(1), pages 254-273, March.
    15. Gong, Xiushuang & Zhang, Honghong, 2023. "You are being watched! Using anthropomorphism to curb customer misbehavior in access-based consumption," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
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    18. van Esch, Patrick & Cui, Yuanyuan (Gina) & Sledge, April & Das, Gopal & Pala, Erol, 2023. "Preference for partner or servant brand roles depends on consumers’ power distance belief," Journal of Business Research, Elsevier, vol. 162(C).
    19. Ali, Nimra & Sheeraz, Muhammad, 2023. "How do I look: The role of Brand Anthropomorphism and Implicit Self-Theories on Brand Evaluations?," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 2(1), pages 51-70.
    20. V. U. Vinitha & Deepak S. Kumar & Keyoor Purani, 2021. "Biomorphic visual identity of a brand and its effects: a holistic perspective," Journal of Brand Management, Palgrave Macmillan, vol. 28(3), pages 272-290, May.
    21. Baek, Tae Hyun & Yoon, Sukki, 2022. "Pride and gratitude: Egoistic versus altruistic appeals in social media advertising," Journal of Business Research, Elsevier, vol. 142(C), pages 499-511.

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