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Is that coffee mug smiling at me? How anthropomorphism impacts the effectiveness of desirability vs. feasibility appeals in sustainability advertising. Nah Ray Han

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 […]

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