A study on the influence mechanism of anthropomorphic communication on users’ advertising avoidance

Purpose The purpose of this research is to investigate the impact of anthropomorphic communication on advertising avoidance behavior and to examine the moderating role of users’ regulatory orientations in this relationship. Specifically, the study aims to determine whether anthropomorphic communication reduces advertising avoidance by altering users’ perceptions of manipulation intention and evoking persuasive knowledge. Design/methodology/approach This study conducted empirical research through an experimental approach, where the hypotheses in the paper were tested through scenario settings and controlled trials. Experiment 1 used a one-way design (anthropomorphic versus non-anthropomorphic communication) and Experiment 2 further explored the moderating role of users’ moderating orientations on the effects of anthropomorphic communication through a 2x2 design. It involves scenario-based trials, questionnaire design and data analysis with SPSS, including descriptive stats, reliability analysis, t-tests and regression with bootstrap tests. Findings By analyzing the experimental data, this study found that anthropomorphic communication can effectively reduce users’ ad avoidance behaviors compared to traditional non-anthropomorphic ad communication modes and at the same time reduce users’ inference of ad manipulation intention and evocation of persuasive knowledge, which in turn affects their degree of avoidance. In addition, the study also pointed out that the effects of anthropomorphic communication differed among users with different moderating orientations, with higher acceptance and lower avoidance among users with facilitating orientations, while there was no significant difference in the degree of ad avoidance among users with preventive orientations under the two modes of communication. Research limitations/implications This study explores the impact of anthropomorphic communication on ad avoidance from a persuasion knowledge theory perspective, with a focus on college students, limiting external validity. Future research could broaden the sample to other age groups for generalizability, introduce loss frames to examine persuasion consequences and consider temporary personality traits in specific contexts to enhance precision and situational applicability. Practical implications The practical implications suggest enhancing anthropomorphic marketing at the societal level, creating novel anthropomorphic consumption scenarios and tailoring anthropomorphic communication frameworks to consumer differences, thereby potentially increasing consumer engagement and brand loyalty. Social implications This study’s findings contribute to understanding the societal impact of anthropomorphic communication in marketing, potentially leading to more personalized and engaging consumer experiences. By fostering emotional connections with brands, anthropomorphism may reshape consumer behavior, influence purchasing decisions and enhance brand loyalty, ultimately driving the evolution of marketing strategies in a digital age. Originality/value This study addresses a gap in the literature by shifting focus from the external image and internal personality levels of anthropomorphic marketing to its social dimension. It delves into the underexplored role mechanisms and boundaries of anthropomorphic communication in advertising persuasion. By placing this emerging marketing model within the context of ad avoidance behavior, the paper investigates the influence path of users’ ad avoidance in the online shopping environment. The aim is to provide practical insights for marketers to improve the impact of advertisement communication and effectively mitigate ad avoidance, contributing to a more nuanced understanding of anthropomorphic communication’s effects in digital marketing.