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

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


  • 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.

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