The impact of animal metaphors on consumer response to courtesy advertising |
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| Affiliation: | 1. School of Business Administration, Northeastern University, Shenyang, Liaoning, 110819, China;2. Northeastern University at Qinhuangdao, Qinhuangdao, 066004, China;3. College of Mathematics and Informatics, Fujian Normal University, Fuzhou, Fujian, 350117, China;4. Digital Fujian Internet-of-Things Laboratory of Environmental Monitoring, Fujian Normal University, Fuzhou, Fujian, 350117, China;1. School of Management, University of Science and Technology of China, Jinzhai Road, 230026, Hefei, China;2. School of Economics and Management, Anhui Polytechnic University, Beijing Road, 241000, Wuhu, China;1. Scientific Researcher, Jammu & Kashmir, India;2. Adani University, Ahmedabad, India;3. Florida Gulf Coast University, Fort Myers, FL, USA;4. Department of Management Studies, Central University of Kashmir, India;5. University of Verona, Verona, Italy;6. Department of Business Administration, Osmaniye Korkut Ata University, Osmaniye, Turkey;1. Department of Industrial Design, Zhejiang University, Hangzhou, China;2. Department of Management and Marketing, The Hong Kong Polytechnic University, Hong Kong, China;1. School of Business, Fuyang Normal University, Fuyang, 236037, China;2. Anhui Provincial Key Laboratory of Regional Logistics Planning and Modern Logistics Engineering, Fuyang, 236037, China |
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| Abstract: | This paper investigates how consumers feel and react to animal metaphor advertising in the context of the public service environment. Three studies are carried out using both field and experimental data. The results show that ads with an animal-like transgressor (vs. a human transgressor) elicit a stronger moral outrage response (e.g., contempt, anger, disgust), which generates a stronger perception of dehumanization toward the transgressor, consequently enhancing the consumers’ persuasive reaction to follow public etiquette. The animal metaphor effect is robust, irrespective of whether the metaphorical objects are high or low in conceptual similarity, but the consumer reaction is more intense when the metaphorical pairing is conceptually high in similarity. However, this effect is diminished when the ad is displayed as a drawing as opposed to a photograph. The implications of the findings for retailers or service providers considering the use of animal metaphor in their ads are also discussed. |
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| Keywords: | Negative moral emotions Pictorial rhetoric Jaycustomer Denial of humanity Visual illustration Prosocial behavior |
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