Anthropomorphizing religious advertising: The moderating role of political ideology
研究了宗教广告中品牌拟人化为仆人还是伙伴的效果，发现保守派消费者更偏好仆人式拟人化，且这种偏好仅出现在宗教性较低的消费者中。
Abstract We examine the anthropomorphism of brands as either a servant or a partner in religious advertising. Across five studies, we demonstrate that the impact of such anthropomorphism depends on consumers' political ideology. When exposed to religious advertisements (vs. nonreligious advertisements; Studies 1B and 1C), politically conservative consumers are more favorable toward brand‐as‐a‐servant anthropomorphism (Study 1), which arises from greater state‐based compassion (Study 2). However, this conditional preference for servant anthropomorphism only occurs for less religious consumers (Study 3). This study informs marketers regarding optimizing the effectiveness of using anthropomorphic brand images in religious advertising predicated on political ideology‐based segmentation strategies. The key takeaway is that portraying a brand as a servant is more appealing for conservative consumers who are less religious.