Human vs. Virtual Endorser? Interaction Effect of Endorser Type and Product Type on Consumers’ Product Attitudes

Despite the increasing use of virtual endorsers in marketing, their effectiveness across different brands remains unclear. Drawing upon the Match-up Hypothesis, this research-in-progress study explores the interaction effect of endorser type and product type on consumers’ product attitudes. Utilizing three laboratory experiments and a field study, we propose that consumers will have less favorable attitudes towards physical products when they are promoted by virtual endorsers compared to human endorsers. Conversely, virtual products featured by virtual endorsers are expected to be viewed more favorably than those featured by human endorsers. We will examine the mediating role of perceived fit. Additionally, we predict that the interaction effect is attenuated when consumers hold weaker lay beliefs that human beings predominantly experience physiological sensations and that virtual avatars predominantly experience virtual sensations. This research is expected to broaden our understanding of virtual influencers and provide strategic insights for advertising in the metaverse era.