The Influence of Anthropomorphization through Corporate Social Advocacy on Consumer Evaluation of Brands Research Proposal | Abbey Little
TODAY'S DISCUSSION 01 | Introduction 02 | Literature Review 03 | Hypotheses 04 | Methodology 05 | Examples
Introduction Advertising ...It's EVERYWHERE!
How do we get to know brands? ...by their presentation of their brand name, their products and services
How is messsaging effective? ...by creating connections and resonating with the intended audience
BRAND PERSONALITIES FALL INTO CLUSTERS
sincerity peacefulness ruggedness passion
Study by Aaker (1997, 1999, 2001)
ANTHROPOMORPHISM “attribution of human-like characteristics, motivations, intentions and emotions to non-human actors” (Epley et al, 2007)
Anthropomorphism PRODUCT ANIMATION
COMPANY LEADER ASSOCIATIONS
“whereby the brand becomes somehow possessed by the free-floating ‘ghost-soul’ of another human being” implying “the personal consciousness and volition of its corporeal owner to cause life and thought in the object it animates” (Tylor, 1874, p. 429 as cited by Fournier and Alvarez, 2012)
KEY IDEA "...to give their organizations a greater level of humanity - an entity that has a heart and soul goes well beyond the goal of profit maximizationâ€?
(Aggarwal, 2012, p. 249)
CORPORATE SOCIAL ADVOCACY (CSA) â€œpublic relations function in which firms and/or their CEOs intentionally or even unintentionally align themselves with a controversial social-political issue outside their normal sphere of corporate social responsibility interestâ€? (Dodd and Supa, 2015)
IDEAS COME TOGETHER Brands anthropomorphize (portray) themselves as brands who care about what is happening in the world today or brands who have a conscience. In doing so, brands are able to indirectly push consumers toward their products, strengthen their brand and create relationships with their consumers.
H 1 03
Consumers will act more favorable towards a brand utilizing anthropomorphization through CSA tactics in advertising.
H 2 03
Consumers will be more likely to purchase products or services from brands utilizing anthropomorphization through CSA tactics in advertising.
METHODOLOGY EXPERIMENT: POST-TEST ONLY WITH CONTROL Online survey distributed to a probability sample of U.S. consumers who participate as part of a research firm panel. Minimizes unfinished surveys. Randomly assigned to Group A or Group B. Both exposed to the same brand, but different advertisements. (Use of CSA / Not) Following the advertisements, participants will answer a series of questions in the online survey. Manipulation Check: â€œTo what degree do you associate _ characteristic with _ brand?â€?
AirBnB: Use of Anthropomorphization and CSA
start at 0:43
Yoplait: Use of Anthropomorphization and CSA
Survey Examples Awareness of brand Thoughts and feelings toward brand Believability of Advertisement Social Issues Noticed Attention Paid to Ad Likelihood of Purchase Changed thoughts and feelings toward brand General questions about advertisements and views on social issues Demographics
*Survey questions were adapted from Fournier and Alvarez (2012), Laksmidewi et. al (2017), Pai et. al (2015) and Dodd and Supa (2014)