Président: Christian Derbaix
AN UNEXPLORED AMBIVALENCE IN ANTHROPOMORPHISM
RESEARCH: HOW MARKETING COMMUNICATIONS WITH A
PERSON/OBJECT PAIRING HUMANIZES THE OBJECT AND
DEHUMANIZES THE PERSON
Iskra Herak
Nicolas Kervyn
Matthew Thomson
Université Catholique de Louvain, LouRIM, CCMS
Abstract: We present the first empirical integration of anthropomorphism and
dehumanization, two intrinsically linked processes representing the extent to which human
schemas are activated about a particular target. Across three experiments, we demonstrate that
pairing a person with an object (e.g. product, real or fictional brand) in an ad while focusing
respondent attention on the object results in its being anthropomorphized and, replicating
prior research, causes superior evaluations of the ad. However the same pairing, while
focusing respondent attention on the person in the ad, leads to inferior ad evaluations through
a process of dehumanization. By incorporating the literature on dehumanization, we are able
to examine these diverging consequences, empirically describe for the first time an underlying
ambivalence tied to anthropomorphism as a marketing tactic and propose an array of research
questions to motivate future scholarly inquiry.
ARE COMPARATIVE ADS FOR STORE BRANDS VERSUS
NATIONAL BRANDS EFFECTIVE?
Jérôme LACOEUILHE
Maître de Conférences
Institut de Recherche en Gestion (IRG)- IUT Sénart-Fontainebleau
Tél : + 33 (0) 1 64 13 44 99
jerome.lacoeuilhe@u-pec.fr
Didier LOUIS
Maître de Conférences
Laboratoire d'Economie et de Management (LEMNA) - IUT de Saint-Nazaire
Tél. : + 33 (0) 2 40 17 81 59
didier.louis@univ-nantes.fr
Cindy LOMBART
Professeur de Marketing
Centre de Recherche IN SITU - AUDENCIA Business School
Tél.: + 33 (0) 2 40 37 34 34
clombart@audencia.com
Blandine LABBE-PINLON Professeur de Marketing
Centre de Recherche IN SITU - AUDENCIA Business School
Tél.: + 33 (0) 2 40 37 34 34
blabbe@audencia.com
Abstract: This research investigates if the comparative advertisements used by grocery
retailers to compare the products and prices of their store brands to the products and prices of
national brands are effective and for which kinds of store brands and individuals. Using an
experiment in a store laboratory, this research first shows that retailer’s legitimacy and its
dimensions (means, objectives and historical) has a significant and positive impact on
consumers’ attitude toward the ad depending on the store brand considered (economic, classic
and premium). Then this research points out that consumers’ attitude toward the ad has a
significant and positive impact on their attitude toward store brands which, in turn, has a
significant and positive impact on their purchasing behavior of the products of these brands.
Lastly, this research highlights that personal variables moderate these relationships
(consumers’ price conscientiousness, resistance to national brands, doubt and skepticism
toward advertising).
Key words: Comparative advertising, store brand, attitude toward the ad, attitude toward the
brand, purchasing behavior, moderating variables