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Anthropomorphism and Animism in Advertising: Persuasive Tactics and the Influence on Consumer Behavior book cover

1st Edition

Anthropomorphism and Animism in Advertising Persuasive Tactics and the Influence on Consumer Behavior

By Małgorzata Karpińska-Krakowiak Copyright 2025
170 Pages 16 B/W Illustrations
by Routledge

170 Pages 16 B/W Illustrations
by Routledge
Also available as eBook on:
Traditionally, advertisers have assumed that anthropomorphism (seeing a product as human) and animism (seeing a product as alive) are identical processes, triggering the same consumer responses. This book shows that this assumption is incorrect, often leading to misinterpretations in scholarly studies. Through a series of experiments, it reveals that animism and anthropomorphism are two distinct... Read more

Part I: Understanding Anthropomorphism and Animism  1. What Are Anthropomorphism and Animism?  2. Traits of Life vs. Traits of Humanness  3. Why Do We Anthropomorphize? Why Do We Animate?  Part II: Advertising Tactics for Anthropomorphism and Animism  4. Animism in Advertising: The Power of Movement  5. Anthropomorphism in Advertising: The Power of Language  6. Anthropomorphism in Advertising: The Power of Embodiment  Part III: How Advertising Tactics Activate Anthropomorphism vs. Animism and Influence Persuasion  7. The Effects of Movement, Language, and Embodiment on Animism, Anthropomorphism and Persuasion  8. How Different Types of Movement Trigger Animism vs. Anthropomorphism and Affect Persuasion  9. Combining Tactics for Anthropomorphism and Animism: Does More Mean Better?  Conclusions  Appendix: Review of Past Experimental Research on Anthropomorphism

Biography

Malgorzata Karpinska-Krakowiak is an associate professor in the Department of International Marketing and Retailing, University of Lodz, Poland.

"This book meticulously synthesizes insights from 461 studies and six original experiments. Its nuanced distinction between animism and anthropomorphism, clarifying their triggers and persuasive effects, was urgently needed. A vital reference and methodological guide, it significantly advances our understanding of human-object interaction and persuasion."

Prof. Maggie Geuens, Ghent University.

"This book offers a timely and much-needed distinction between animism and anthropomorphism—two constructs often conflated in consumer research. Building on experimental rigor, it challenges long-held assumptions and expands our understanding of how consumers perceive and respond to non-human agents. As the marketplace grows increasingly populated with AI-driven technologies and virtual assistants, this work provides a critical framework for navigating human–technology interaction in marketing. It is a valuable contribution to a rapidly evolving field."

Prof. Franklin Velasco Vizcaíno, Universidad San Francisco de Quito.

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