Lonely Individual's Preference For Anthropomorphic Products Under Different Advertising Demands

Objectives:Loneliness is a feeling that everyone will produce in today's society,which will have an important impact on the behavior of consumers.On the one hand,more and more people with loneliness want to make up for the lack of interpersonal relationship by building relationships with objects.On the other hand,lonely people will produce a kind of interpersonal prevention psychology,more willing to buy non-personification products.Therefore,the personification of the product will affect the consumer's view of the brand or the product,and eventually change the consumer's attitude under certain conditions.The purpose of this study was to investigate the conditions under which people with high loneliness prefer personification products and whether different advertising demands will make consumers Has an impact on the willingness to buy personified products.Methods:This study was divided into two experiments of mixed design,and then use the purchase intention scale to measure purchase intention of the participants.Among them,experiment 1 uses a mixed experimental design of 2(looseness: high loneliness,low loneliness)× 2(product type: anthropomorphic product,non-anthropomorphic product),the independent variable is loneliness and product type,the dependent variable is purchase intention.Experiment 2 uses a mixed experimental design with 2(lone sense: high loneliness,low loneliness)× 2(advertising appeal: emotional appeal,rational appeal)× 2(product type:anthropomorphic product,non-anthropomorphic product),the independent variable is Loneliness,advertising appeals and product types.Results:The experimental results show that:(1)Compared with anthropomorphic products,high loneliness individuals prefer non-anthropomorphic products.(2)Low loneliness individuals prefer anthropomorphic products compared to non-anthropomorphic products.(3)Under the rational advertising appeal,the high loneliness individual prefers the non-anthropomorphic product compared to the anthropomorphic product.(4)Under the appeal of perceptual advertising,high loneliness individuals prefer anthropomorphic products compared to non-anthropomorphic products.Conclusion:For anthropomorphic and non-anthropomorphic products,people with different feeling of loneliness will have different choices.People with high loneliness prefer non-anthropomorphic products,and those with low loneliness prefer anthropomorphic products.When adding the variable of advertising appeal,under the rational advertising appeal,people with high loneliness will be more inclined to purchase non-anthropomorphic products.On the contrary,under the appeal of perceptual advertising,people with high loneliness will be more inclined to purchase anthropomorphic products.