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

Producción científica: Article › revisión exhaustiva

131 Citas (Scopus)

Idioma original	English
Páginas (desde-hasta)	352-361
Número de páginas	10
Publicación	Journal of Retailing and Consumer Services
Volumen	51
DOI	https://doi.org/10.1016/j.jretconser.2019.06.020
Estado	Published - nov 2019

Nota bibliográfica

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

Financiación

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

Financiadores
Myongji University

ASJC Scopus subject areas

Marketing

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10.1016/j.jretconser.2019.06.020

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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

UR - https://www.scopus.com/pages/publications/85068530084

UR - https://www.scopus.com/pages/publications/85068530084#tab=citedBy

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

Nota bibliográfica

Financiación

ASJC Scopus subject areas

Acceder al documento

Otros archivos y enlaces

Huella

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