Managing uncertain promotions: the effects of anthropomorphism and perceived humor on participation in uncertain promotions

Purpose Anthropomorphism involves attributing human traits to non-human objects. Theoretically, it has the potential to infuse products with humor and a sense of non-seriousness, but scholars have not yet studied this effect. Furthermore, we know little about how anthropomorphism-elicited humor might affect consumer choices, especially in the context of uncertain promotions, where a degree of seriousness seems needed. Thus, I sought to investigate whether perceived humor mediates the impact of anthropomorphism on participation in uncertain promotions, such as lotteries. Design/methodology/approach I conducted two between-subject online experiments. In both, anthropomorphism was a manipulated factor (anthropomorphized versus non-anthropomorphized product), while I measured humor perceptions and participation in uncertain promotion (lottery). Findings An anthropomorphized (versus non-anthropomorphized) product description and design elevate perceived humor related to the product, subsequently leading to increased participation in an uncertain promotion, such as the lottery. Moreover, the perceived humor weakens the impact of accurate odds calculation on lottery participation. Originality/value The study contributes to the existing literature and management practice by (1) revealing that anthropomorphism lowers the seriousness of products and (2) uncovering that anthropomorphism-elicited humor overrides the rational assessment of odds and probabilities, ultimately increasing the tendency to participate in uncertain promotions (against the odds). The results offer valuable insights for businesses and policymakers managing situations and promotions based on calculations of odds.