Morphing anthropomorphism: An update

Belk, Russell W.; Kniazeva, Maria

doi:10.1080/21639159.2018.1466659

Cited by 14 publications

(7 citation statements)

References 58 publications

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“…Regarding academic implications, our study offers the first empirical support for the key role of brand voice and NBVA in developing the brand anthropomorphic profile; this role, which has only been theorised in previous studies (Belk and Kniazeva, 2018;Vernuccio et al, 2019). Moreover, our results contribute to the vocal stimuli literature (Wiener and Chartrand, 2014;Zoghaib, 2017) by shifting the focus from a consumer perspective to a managerial one and studying a new experiential context (NBVA).…”

Section: Discussion and Academic Implicationssupporting

confidence: 51%

“…Voice characterisƟcs and branding outcomes Moore et al, 1986;ChaƩonadyay et al, 2003;Morales et al, 2012;Wiener and Chartrand, 2014;Zoghaib, 2017;Zoghaib, 2019 Brand personality Aaker, 1997;Aaker et al, 2001 Brand anthropomorphism Epley et al, 2007;Puzakova et al, 2009;Guido and Peluso, 2015;Belk and Kniazeva, 2018;Vernuccio et al, 2019 Brand experience Brakus et al, 2009;Zarantonello and SchmiƩ, 2010;Khan and Rahman, 2015;Calder et al, 2016;Ahn and Back, 2018;Andreini et al, 2018;PrenƟce et al, 2019 Customer experience management Homburg et al, 2017;Braun et al, 2019;Sotolongo and Copulsky, 2019 Customer brand engagement Brakus et al, 2009;Hollebeek et al, 2011;Brodie et al, 2013;Calder et al, 2016;Ahn andBack, 2018 PrenƟce et al, 2019 Customer engagement markeƟng Harmeling et al, 2017;Alvarez-Milán et al, 2018…”

Section: Current Studymentioning

confidence: 99%

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Developing voice-based branding: insights from the Mercedes case

Vernuccio

Patrizi

Pastore

2020

JPBM

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Purpose By adopting a managerial perspective, this study aims to deepen how the strategic role of brand voice is conceived in the design of in-car name-brand voice assistants (NBVAs), how the brand experience based on NBVAs is designed and how the NBVA brand experience might influence customer brand engagement (CBE). The ultimate aim is to develop an interpretative theoretical framework for developing voice-based branding through NBVAs. Design/methodology/approach A qualitative research approach with the analysis of a single in-depth case study is followed: the NBVA developed in-house by Mercedes, which was the first NBVA launched in the automotive market. Findings In the design of the NBVA, a key role was assigned to the brand voice in developing the brand’s anthropomorphic profile. Driving safety, consistency with the corporate identity, human-like interaction, dynamic personalisation and connectivity emerged as the strategic criteria for designing the NBVA brand experience, which was oriented towards the pursuit of multiple CBE dimensions. Research limitations/implications Although the qualitative empirical contribution of this study differs from statistical generalisations, the research insights are analytically generalisable. The insights emerging from the study could guide future research on voice-based branding. Practical implications The results may be a useful conceptual reference for managers involved in designing brand voice and brand experience based on NBVAs. Originality/value This study is the first empirical contribution to the marketing literature about voice-based branding in an innovative experiential field, a topic that, thus, far has been poorly analysed.

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Section: Discussion and Academic Implicationssupporting

confidence: 51%

Section: Current Studymentioning

confidence: 99%

Developing voice-based branding: insights from the Mercedes case

Vernuccio

Patrizi

Pastore

2020

JPBM

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“…Future research should consider other downstream consequences of person vs. thing state orientation, such as receptivity to different kinds of marketing communications, and specifically calls to action. Finally, the construct of person-thing orientation could be critical in understanding differential consumer reactions in other important marketing contexts- for example in understanding consumer reactions to anthropomorphized products (Yang et al, 2020 ; Belk & Kniazeva, 2018 ), and consumer reactions to technology and artificial intelligence (AI; e.g., Longoni and Cian 2022 ). Person-oriented individuals (compared to thing-oriented individuals) may be relatively more favorably disposed toward anthropomorphized products, while thing-oriented individuals (compared to person-oriented individuals) may be relatively more favorably disposed towards AI, especially in the growing context of AI potentially replacing human employees and service providers.…”

Section: Discussionmentioning

confidence: 99%

Does scarcity increase or decrease donation behaviors? An investigation considering resource-specific scarcity and individual person-thing orientation

Malika

Ghoshal

Mathur

et al. 2023

J. of the Acad. Mark. Sci.

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Extant research remains equivocal with respect to whether scarcity increases or decreases charitable behaviors. This research suggests a reconciliation by considering a donor’s resource-specific scarcity , and their person-thing orientation (PTO), a novel personality variable that determines whether individuals are naturally attuned towards people versus things in their environment. Person-orientation predisposes preferences towards donating time, while thing-orientation predisposes preferences towards donating money. Time scarcity leads person-oriented individuals to prefer donating money, but does not affect thing-oriented individuals. Financial scarcity leads thing-oriented individuals to prefer donating time, but does not affect person-oriented individuals. Person-oriented individuals’ attention towards other people and thing-oriented individuals’ focus on resource evaluation form the basis for the observed relative donation preferences. Finally, PTO can also be situationally induced. Using donation intentions and real click-through behavior for diverse charitable organizations, we show in five studies that the combined effect of consumers’ perceived resource-specific scarcity and PTO determines the relative preference for donating time vs. donating money. Our results have important implications for charities soliciting specific kinds of resources, as well as real-world government and social welfare initiatives critically dependent on volunteerism. Theoretically, we examine scarcity from an individual-difference perspective that has not been well understood. Supplementary information The online version contains supplementary material available at 10.1007/s11747-023-00938-2.

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“…The previous marketing literature concerning VAs highlighted the opportunities offered by these interfaces in terms of anthropomorphism (Belk & Kniazeva, 2018) and branding (Vernuccio et al, 2021). The initial studies investigated technology providers' VA anthropomorphism consumer perception (e.g., Cho et al, 2019; Moriuchi, 2021), whereas to the best of our knowledge, only Vernuccio et al (2021) focused on the implications of brand anthropomorphism in the NBVA context.…”

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Delving into brand anthropomorphisation strategies in the experiential context of name‐brand voice assistants

Vernuccio

Patrizi

Pastore

2021

J of Consumer Behaviour

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Consumers' increasing use of voice‐activated artificial intelligence technologies is stimulating the development of a new line of research in the field of marketing aiming to analyse the branding implications in this innovative experiential context. The spread of so‐called name‐brand voice assistants (NBVAs) is creating interesting opportunities in terms of brand anthropomorphism. The brand anthropomorphisation strategies adopted by companies are poorly studied in the academic literature, and only one contribution has been made in the experiential field of NBVAs. Therefore, the objective of our work is to begin to fill this gap by investigating the pillars of brand anthropomorphisation strategies (i.e., activities and branding outcomes) in the specific NBVA context by adopting a managerial perspective. Therefore, we followed an exploratory qualitative approach based on in‐depth personal interviews with practitioners engaged in these strategies in the automotive sector. The resulting cognitive map reveals the following three levels of strategic pillars: drivers (i.e., designing a human‐like brand voice and human‐like consumer‐brand dialogue), intermediate outcomes (i.e., brand personality and the strength of consumer‐brand relationships), and final outcomes (i.e., multidimensional brand loyalty). Our study enriches both the literature concerning brand anthropomorphisation strategies and the nascent stream on NBVAs and provides managerial guidelines in the new in‐car NBVA context.

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Morphing anthropomorphism: An update

Cited by 14 publications

References 58 publications

Developing voice-based branding: insights from the Mercedes case

Developing voice-based branding: insights from the Mercedes case

Does scarcity increase or decrease donation behaviors? An investigation considering resource-specific scarcity and individual person-thing orientation

Delving into brand anthropomorphisation strategies in the experiential context of name‐brand voice assistants

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