Are consumers moved by a crying tree or a smiling forest? Effects of anthropomorphic valence and cause acuteness in green advertising

Rivers, lakes, oceans, volcanos, and forests are anthropomorphized by featuring them with humanlike facial characteristics or presenting a personified message.
Chang, Lee and Lee

Management Slant

  • When the environmental issue is considered a sudden disaster, negative anthropomorphism is more persuasive.
  • By contrast, when the environmental issue is viewed as an ongoing tragedy, positive anthropomorphism results in...
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