The importance of individual difference : examining anthropomorphic tendency and consumer responses to spokes-characters


Autoria(s): Letheren, Kate R.
Data(s)

2014

Resumo

This thesis comprised a series of online experiments to examine the influence of an individual's level of anthropomorphic tendency on responses to spokes-characters. It finds that an individual's level of anthropomorphic tendency does influence their responses to some types of spokes-characters. Further, those with high anthropomorphic tendency tend towards being younger and more creative in their thinking. This research contributes to anthropomorphic tendency theory; specifically it addresses how this tendency operates in a marketing context and thereby aids practitioners seeking to utilise such characters in achieving positive business outcomes.

Formato

application/pdf

Identificador

http://eprints.qut.edu.au/74727/

Publicador

Queensland University of Technology

Relação

http://eprints.qut.edu.au/74727/1/Kate_Letheren_Thesis.pdf

Letheren, Kate R. (2014) The importance of individual difference : examining anthropomorphic tendency and consumer responses to spokes-characters. PhD thesis, Queensland University of Technology.

Fonte

QUT Business School; School of Advertising, Marketing & Public Relations

Palavras-Chave #anthropomorphism #spokes-characters #anthropomorphic tendency #personality #experimental design
Tipo

Thesis