desirability Archive
Is that coffee mug smiling at me? How anthropomorphism impacts the effectiveness of desirability vs. feasibility appeals in sustainability advertising.
Abstract: In this study, we examine how two message appeals—feasibility vs. desirability—and anthropomorphism jointly shape the effectiveness of environmental persuasion. The findings of Study 1 showed that the feasibility appeal […]
Is desirability of the trait a boundary condition of the Proteus effect? A pilot study.
Abstract: Although previous research has shown that individuals take on aspects of the avatars they embody in virtual environments, studies have not yet tested whether this phenomenon, known as the […]