JOURNAL ARTICLE

New Psychology and Psychiatry Findings from National Chung Hsing University Outlined (Mr. Oven or Mr. Pizza? How Cause-effect Anthropomorphism Influences Consumer Response).

  • Published In: Psychology & Psychiatry Journal, 2026. P. N.PAG 1 of 2

  • Database: Psychology Source 2 of 2

Abstract

The article focuses on a study investigating how advertisements that use cause or effect anthropomorphism influence consumer persuasion. Conducted in Taichung, Taiwan, the research found that anthropomorphizing the cause (the product) increases perceptions of agency, while anthropomorphizing the effect (the desired outcome) enhances perceptions of experience. The study revealed that consumer responses were more favorable when the advertisement's message aligned with the anthropomorphized entities, leading to positive attitudes, stronger purchase intentions, and increased leaflet-taking behavior. The findings contribute to the understanding of anthropomorphism by exploring its multidimensional nature beyond traditional binary approaches. [Extracted from the article]

Additional Information

  • Source:Psychology & Psychiatry Journal. 2026/01, pN.PAG
  • Document Type:Article
  • Subject Area:History
  • Publication Date:2026
  • ISSN:1944-2718
  • Accession Number:191057501
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