Anthropomorphism and Animism in Advertising: Persuasive Tactics and the Influence on Consumer Behavior...

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Małgorzata Karpińska-Krakowiak

Anthropomorphism and Animism in Advertising

Persuasive Tactics and the Influence on Consumer Behavior

Małgorzata Karpińska-Krakowiak

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Hardback

Forthcoming
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English

Routledge
16 October 2025

Humanities; Media studies; Occupational & industrial psychology; Advertising

Series: Routledge Studies in Marketing

Traditionally, advertisers have assumed that anthropomorphism (seeing a product as human) and animism (seeing a product as alive) are identical processes, triggering the same consumer responses. This book shows that this assumption is incorrect, often leading to misinterpretations in scholarly studies. Through a series of experiments, it reveals that animism and anthropomorphism are two distinct processes with different causes, consequences and implications.

While anthropomorphism is well-studied, animism has been largely overlooked. This book is the first to systematically differentiate the two, providing clear definitions and empirical evidence. It identifies specific advertising tactics that trigger animism versus anthropomorphism and examines their persuasive impact. It explores when and why consumers are more likely to animate or anthropomorphize products. These insights help readers determine which process is more effective for different contexts, services and product categories. Additionally, the book includes a comprehensive review of existing empirical studies on anthropomorphism, offering a summary of key findings, manipulation techniques and moderating factors. This resource allows readers to recognize broader patterns in past research and apply them to their work.

This novel book offers valuable new insights for scholars across advertising, marketing and consumer psychology in particular.

By: Małgorzata Karpińska-Krakowiak
Imprint: Routledge
Country of Publication: United Kingdom
Dimensions: Height: 234mm, Width: 156mm,
ISBN: 9781041108849
ISBN 10: 1041108842
Series: Routledge Studies in Marketing
Pages: 158
Publication Date: 16 October 2025
Audience: College/higher education , Primary
Format: Hardback
Publisher's Status: Forthcoming

Malgorzata Karpinska-Krakowiak is an associate professor in the Department of International Marketing and Retailing, University of Lodz, Poland.

Reviews for Anthropomorphism and Animism in Advertising: Persuasive Tactics and the Influence on Consumer Behavior

""This book meticulously synthesizes insights from 461 studies and six original experiments. Its nuanced distinction between animism and anthropomorphism, clarifying their triggers and persuasive effects, was urgently needed. A vital reference and methodological guide, it significantly advances our understanding of human-object interaction and persuasion."" Prof. Maggie Geuens, Ghent University. ""This book offers a timely and much-needed distinction between animism and anthropomorphism—two constructs often conflated in consumer research. Building on experimental rigor, it challenges long-held assumptions and expands our understanding of how consumers perceive and respond to non-human agents. As the marketplace grows increasingly populated with AI-driven technologies and virtual assistants, this work provides a critical framework for navigating human–technology interaction in marketing. It is a valuable contribution to a rapidly evolving field."" Prof. Franklin Velasco Vizcaíno, Universidad San Francisco de Quito.