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

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

Research output: Contribution to journalArticlepeer-review

50 Scopus citations
Original languageEnglish
Pages (from-to)352-361
Number of pages10
JournalJournal of Retailing and Consumer Services
Volume51
DOIs
StatePublished - Nov 2019

Bibliographical note

Funding Information:
This study was supported by the 2018 Research Fund of Myongji University.

Keywords

  • Anthropomorphism
  • Feasibility/desirability appeals
  • Sustainability advertising

ASJC Scopus subject areas

  • Marketing

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