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.
Kate Letheren Thesis
Administrators only until 31 December 2016
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:
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|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|
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