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

doi:10.1016/j.jretconser.2019.06.020

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

Integrated Strategic Communication

Research output: Contribution to journal › Article › peer-review

65 Scopus citations

Original language	English
Pages (from-to)	352-361
Number of pages	10
Journal	Journal of Retailing and Consumer Services
Volume	51
DOIs	https://doi.org/10.1016/j.jretconser.2019.06.020
State	Published - 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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10.1016/j.jretconser.2019.06.020

Cite this

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

keywords = "Anthropomorphism, Feasibility/desirability appeals, Sustainability advertising",

author = "Han, {Nah Ray} and Baek, {Tae Hyun} and Sukki Yoon and Yeonshin Kim",

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

year = "2019",

month = nov,

doi = "10.1016/j.jretconser.2019.06.020",

language = "English",

volume = "51",

pages = "352--361",

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T1 - Is that coffee mug smiling at me? How anthropomorphism impacts the effectiveness of desirability vs. feasibility appeals in sustainability advertising

AU - Han, Nah Ray

AU - Baek, Tae Hyun

AU - Yoon, Sukki

AU - Kim, Yeonshin

N1 - Funding Information: This study was supported by the 2018 Research Fund of Myongji University.

PY - 2019/11

Y1 - 2019/11

KW - Anthropomorphism

KW - Feasibility/desirability appeals

KW - Sustainability advertising

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U2 - 10.1016/j.jretconser.2019.06.020

DO - 10.1016/j.jretconser.2019.06.020

M3 - Article

AN - SCOPUS:85068530084

SN - 0969-6989

VL - 51

SP - 352

EP - 361

JO - Journal of Retailing and Consumer Services

JF - Journal of Retailing and Consumer Services

ER -

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

Bibliographical note

Keywords

ASJC Scopus subject areas

Access to Document

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Cite this