Why it matters
Anthropomorphized characters, which take on human traits, are a unique way to embody a brand’s personality and values. But they must be part of a holistic strategy to deliver the maximum impact.
Takeaways
Some of the JAR study’s insights regarding “cute” anthropomorphized spokescharacters were:
They can enhance associations of “warmth” if consumers perceive a brand as “communal” – that is “kind”, “responsive” and “genuinely concerned for the welfare of others”.
Cute characters are not a good match for direct and assertive language, as the warmth of the former is offset by the transactional nature of the latter.