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)
Administrators only until 31 December 2016

Abstract

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.

Impact and interest:

Citation counts are sourced monthly from Scopus and Web of Science® citation databases.

These databases contain citations from different subsets of available publications and different time periods and thus the citation count from each is usually different. Some works are not in either database and no count is displayed. Scopus includes citations from articles published in 1996 onwards, and Web of Science® generally from 1980 onwards.

Citations counts from the Google Scholar™ indexing service can be viewed at the linked Google Scholar™ search.

ID Code: 74727
Item Type: QUT Thesis (PhD)
Supervisor: Kuhn, Kerri-Ann & Lings, Ian
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: 13 Jan 2016 03:58

Export: EndNote | Dublin Core | BibTeX

Repository Staff Only: item control page