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 relationship norm is perceived as one of exchange, a mature anthropomorphized spokescharacter using assertive language will be more effective than a cute anthropomorphized spokescharacter using the same language.
- Processing fluency mediates the interactive effects of anthropomorphized spokescharacter type, advertising language, and relationship norm on advertising effectiveness.
- Alignment between anthropomorphized spokescharacter type and relationship norm may not work in the presence...