Is that coffee mug smiling at me? How anthropomorphism impacts the effectiveness of desirability vs. feasibility appeals in sustainability advertising.
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 was more effective than the desirability appeal in an ad promoting recycling. In Study 2, we found that this effect was moderated by anthropomorphic imagery in the ad. That is, the desirability appeal was more effective than the feasibility appeal when the ad featured a reusable cup with a smiley face and first-person copy, whereas the feasibility appeal was more effective than the desirability appeal when the ad featured a reusable cup with no smiley face and third-person copy. Theoretical and practical implications for sustainability marketing strategies are discussed.
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IDOLSNeil Landau is co-Executive Producer on the live action feature film IDOLS that completed production in Spain and is currently in post-production. Warner Bros is distributing in November 2025.
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BUFFALO KIDSNeil Landau’s most recent animated feature film BUFFALO KIDS was nominated for a Gaudi Award in Spain.