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

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

[img] Kate Letheren Thesis (PDF 2MB)
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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.

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ID Code: 74727
Item Type: QUT Thesis (PhD)
Supervisor: Kuhn, Kerri-Ann & Lings, Ian
Additional Information: The Faculty has granted an embargo on this thesis until 31st Jaunary 2018.
Keywords: anthropomorphism, spokes-characters, anthropomorphic tendency, personality, experimental design
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Institution: Queensland University of Technology
Deposited On: 25 Aug 2014 05:32
Last Modified: 04 Jan 2017 01:37

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