How anthropomorphized brand spokescharacters affect consumer perceptions and judgments: Is being cute helpful or harmful to brands?

Chun-Tuan Chang, Xing-Yu (Marcos) Chu, and Shih-Ting Kao

This study focuses on anthropomorphized spokescharacters, classifying them into cute or mature looks.
Chang, Chu, and Kao

MANAGEMENT SLANT

  • When the relationship norm is perceived as communal, a cute anthropomorphized spokescharacter using nonassertive language is more effective than a mature character using the same language.
  • When the relation

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