How Mind Perception Shapes Influencer–Product Fit: The Diverging Effects of Virtual Versus Human Influencers on Utilitarian and Hedonic Evaluations

As virtual influencers (VIs) increasingly replace human influencers (HIs) in digital marketing, it is important to understand when and why they are perceived as effective. Building on the Match-Up Hypothesis and Mind Perception Theory, this research examines how influencer type interacts with product type to shape perceived fit and consumer responses. Across six studies (N = 1118), we find a consistent crossover pattern: VIs are viewed as a better match for utilitarian products, whereas HIs are viewed as a better match for hedonic products. This effect is explained by differences in mind perception: VIs are perceived as higher in agency, which enhances their fit with utilitarian products, while HIs are perceived as higher in experience, which enhances their fit with hedonic products. Experiments manipulating perceived agency and experience provide causal support for this mechanism. Finally, we show that while a good fit strengthens persuasion, it also heightens reputational risks, as deceptive endorsements elicit stronger negative reactions when the influencer–product fit is high. These findings clarify how mind perception underlies influencer–product matching and highlight both the persuasive potential and the risks of leveraging virtual influencers in AI-mediated consumer persuasion.