Indian Journal of Marketing

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The Impact of Anthropomorphism on Purchase Intention of Smartphones : A Study of Young Indian Consumers


Affiliations
1 Assistant Professor, Department of Commerce, P.G.D.A.V College, Nehru Nagar, University of Delhi, New Delhi - 110 065, India
2 Associate Professor, Head of Marketing, Department of Marketing, Amity International Business School, Noida - 201 313, Uttar Pradesh, India
     

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The purpose of this study was to explore the role of anthropomorphism in influencing the consumers' purchase intentions in the case of smartphones. The study employed between the group experimental design to check the proposed hypotheses on young smartphone users between the age group of 18 - 25 years. A hypothetical brand “USEN” was created. Two versions of the ad - anthropomorphic and non - anthropomorphic were developed for the hypothetical brand. Multivariate analysis of variance (MANOVA) technique using SPSS Version 23 was used to test the results. The results established a significant positive differential effect of the anthropomorphic ad over the non - anthropomorphized version of the advertisement on consumers' feelings, attitude towards the ad, attitude towards the brand, and purchase intention. The research holds valuable contribution for companies to effectively utilize the concept of anthropomorphism to develop a favourable attitude towards their brands.

Keywords

Anthropomorphism, Attitude Towards Advertisement, Attitude Towards Brand, Purchase IntentionsPaper Submission Date : July 25, 2018 ; Paper sent back for Revision : March 12, 2019 ; Paper Acceptance Date : April 20, 2019
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  • The Impact of Anthropomorphism on Purchase Intention of Smartphones : A Study of Young Indian Consumers

Abstract Views: 185  |  PDF Views: 0

Authors

Ritu Gupta
Assistant Professor, Department of Commerce, P.G.D.A.V College, Nehru Nagar, University of Delhi, New Delhi - 110 065, India
Kokil Jain
Associate Professor, Head of Marketing, Department of Marketing, Amity International Business School, Noida - 201 313, Uttar Pradesh, India

Abstract


The purpose of this study was to explore the role of anthropomorphism in influencing the consumers' purchase intentions in the case of smartphones. The study employed between the group experimental design to check the proposed hypotheses on young smartphone users between the age group of 18 - 25 years. A hypothetical brand “USEN” was created. Two versions of the ad - anthropomorphic and non - anthropomorphic were developed for the hypothetical brand. Multivariate analysis of variance (MANOVA) technique using SPSS Version 23 was used to test the results. The results established a significant positive differential effect of the anthropomorphic ad over the non - anthropomorphized version of the advertisement on consumers' feelings, attitude towards the ad, attitude towards the brand, and purchase intention. The research holds valuable contribution for companies to effectively utilize the concept of anthropomorphism to develop a favourable attitude towards their brands.

Keywords


Anthropomorphism, Attitude Towards Advertisement, Attitude Towards Brand, Purchase IntentionsPaper Submission Date : July 25, 2018 ; Paper sent back for Revision : March 12, 2019 ; Paper Acceptance Date : April 20, 2019



DOI: https://doi.org/10.17010/ijom%2F2019%2Fv49%2Fi5%2F144021