Małgorzata Karpińska-Krakowiak – författare
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2 produkter
2 produkter
Anthropomorphism and Animism in Advertising
Persuasive Tactics and the Influence on Consumer Behavior
Inbunden, Engelska, 2025
2 053 kr
Skickas inom 10-15 vardagar
Traditionally, advertisers have assumed that anthropomorphism (seeing a product as human) and animism (seeing a product as alive) are identical processes, triggering the same consumer responses. This book shows that this assumption is incorrect, often leading to misinterpretations in scholarly studies. Through a series of experiments, it reveals that animism and anthropomorphism are two distinct processes with different causes, consequences and implications.While anthropomorphism is well-studied, animism has been largely overlooked. This book is the first to systematically differentiate the two, providing clear definitions and empirical evidence. It identifies specific advertising tactics that trigger animism versus anthropomorphism and examines their persuasive impact. It explores when and why consumers are more likely to animate or anthropomorphize products. These insights help readers determine which process is more effective for different contexts, services and product categories. Additionally, the book includes a comprehensive review of existing empirical studies on anthropomorphism, offering a summary of key findings, manipulation techniques and moderating factors. This resource allows readers to recognize broader patterns in past research and apply them to their work.This novel book offers valuable new insights for scholars across advertising, marketing and consumer psychology in particular.
- Nyhet
2 113 kr
Skickas inom 10-15 vardagar
This book explores the increasingly significant role of cities as actors in the European Union’s foreign policy, with a particular focus on EU-China relations. Analysing theoretical foundations, empirical data, and a survey of 745 cities, the authors provide unparalleled insights into the practices, challenges, and transformative potential of city diplomacy through its networks, partnerships, and direct engagement with global challenges.Examining approaches across cities such as Amsterdam, Barcelona, Lodz, Linz, Duisburg, Ostrów Wielkopolski, and Dietzenbach, the methodological approach captures the complexity and variety of urban diplomatic practices to explore the factors influencing city diplomacy and address critical questions central to understanding its role in contemporary international relations. Considering how cities shape and influence EU foreign policy, the authors investigate how the size of a city affects its capacity for international cooperation and how collaboration with academia and business can amplify their diplomatic outreach. Finally, the book explores the role of policy coordination between cities and higher levels of government, highlighting its importance in achieving coherent foreign policy goals and overcoming institutional barriers.Bridging the gap between academic research and policy practice, this volume offers valuable insights for scholars, practitioners, and policymakers. By highlighting the growing significance of city diplomacy, it provides a timely contribution to the fields of international relations, European studies, and paradiplomacy.