Anthropomorphism and Animism in Advertising

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

• Part I: Understanding Anthropomorphism and Animism 1. What Are Anthropomorphism and Animism? 2. Traits of Life vs. Traits of Humanness 3. Why Do We Anthropomorphize? Why Do We Animate? Part II: Advertising Tactics for Anthropomorphism and Animism 4. Animism in Advertising: The Power of Movement 5. Anthropomorphism in Advertising: The Power of Language 6. Anthropomorphism in Advertising: The Power of Embodiment Part III: How Advertising Tactics Activate Anthropomorphism vs. Animism and Influence Persuasion 7. The Effects of Movement, Language, and Embodiment on Animism, Anthropomorphism and Persuasion 8. How Different Types of Movement Trigger Animism vs. Anthropomorphism and Affect Persuasion 9. Combining Tactics for Anthropomorphism and Animism: Does More Mean Better? Conclusions Appendix: Review of Past Experimental Research on Anthropomorphism

"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.