Impact of Anthropomorphism & Advertisement Effectiveness on Purchase Intention: A Study of Familiar Brand Vs Unfamiliar Brand under different levels of Product Involvement 1 0

Abstract

The relationship between anthropomorphic appeals and consumer product evaluations has been examined in prior studies, which oddly, have produced disparate verdicts. The paper aims to examine this relationship with specific variables – product involvement and brand familiarity. Prior studies have established the dependency of outcomes of anthropomorphism on several situational factors like brand preference, loneliness. The study adds yet another factor (i.e. brand familiarity) to the list. . The 2 (Product Involvement: high versus low) × 2 (Brand Name: familiar versus unfamiliar) between-subjects experimental design was conducted and ANOVA was used for testing the hypotheses under the four exploratory circumstances. The study establishes that the anthropomorphic advertising of an unfamiliar brand is far more effective than anthropomorphic advertising of a familiar brand implying that marketers using anthropomorphic advertising in launching a new product or re-establishing a long forgotten product, are more likely to create greater acceptance than those who use non-anthropomorphic advertising for the same.