The importance of individual difference : examining anthropomorphic tendency and consumer responses to spokes-characters
Letheren, Kate R. (2014) The importance of individual difference : examining anthropomorphic tendency and consumer responses to spokes-characters. PhD thesis, Queensland University of Technology.
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Letheren thesis (PDF 1MB) |
Description
This thesis comprised a series of online experiments to examine the influence of an individual's level of anthropomorphic tendency on responses to spokes-characters. It finds that an individual's level of anthropomorphic tendency does influence their responses to some types of spokes-characters. Further, those with high anthropomorphic tendency tend towards being younger and more creative in their thinking. This research contributes to anthropomorphic tendency theory; specifically it addresses how this tendency operates in a marketing context and thereby aids practitioners seeking to utilise such characters in achieving positive business outcomes.
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| ID Code: | 74727 |
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| Item Type: | QUT Thesis (PhD) |
| Supervisor: | Kuhn, Kerri-Ann & Lings, Ian |
| Additional Information: | The Faculty has granted an embargo on this thesis until 31st Jaunary 2018. |
| Keywords: | anthropomorphism, spokes-characters, anthropomorphic tendency, personality, experimental design |
| Divisions: | Past > QUT Faculties & Divisions > QUT Business School Current > Schools > School of Advertising, Marketing & Public Relations |
| Institution: | Queensland University of Technology |
| Deposited On: | 25 Aug 2014 05:32 |
| Last Modified: | 26 Jan 2025 20:47 |
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