Browsing Department of Marketing by Author "Velasco, Franklin G"
Now showing items 1-1 of 1
-
A META-ANALYTIC INVESTIGATION OF THE RELATIONSHIP BETWEEN ANTHROPOMORPHISM AND CONSUMERS’ RESPONSES: EFFECTS, MECHANISM, AND BOUNDARY CONDITIONS
Velasco, Franklin G; 0000-0002-6561-6741 (2018-08-08)Almost one in three brands sold to adults and more than five in six brands sold to children use some form of anthropomorphic representation in promoting their products. Marketers probably hold an inherent belief that ...