The role of psychological distance and construal level in explaining the effectiveness of human-like vs. cartoon-like virtual influencers

• Human-like VIs are associated with higher trustworthiness, while cartoon-like VIs are perceived more novel. • Psychological distance is greater towards a cartoon-like than a human-like VI. • Psychological distance reduces trustworthiness and strengthens novelty perception. • Message focus on desirability aspects can enhance the positive effect of psychological distance on novelty. • Once consumers become accustomed to cartoon-like VIs, they no longer evoke higher novelty. Computer-generated virtual influencers (VIs) are increasingly used in advertising as there are many advantages. In four experimental studies, two types of VIs and their impact on advertising effectiveness are compared. Key findings are that highly human-like VIs lead to higher trustworthiness, while a more cartoon-like appearance increases novelty. The reasoning behind the varying evaluation of VI types is explored through the lens of psychological distance and construal level theory, suggesting that appropriate message focus enhances the influencers’ benefits as a moderator. It is further shown that different cultural settings play an important role for VI perception, finding that the cartoon-influencer’s novelty effect is restricted to consumer groups low in VI familiarity. The studies contribute to the growing literature on VI effectiveness, delivering a theoretical underpinning for their assessment. Managerially, it is concluded that both cartoon-like and human-like VIs can be successful endorsers, but under careful consideration of various factors.