Anthropomorphism and Animism in Advertising

This book is the first to systematically differentiate anthropomorphism (seeing a product as human) and animism (seeing a product as alive), providing clear definitions and empirical evidence. It offers valuable new insights for scholars across advertising, marketing, and consumer psychology in particular.

Aceasta carte este prima care diferentiaza sistematic antropomorfismul (a vedea un produs ca fiind uman) si animismul (a vedea un produs ca fiind viu), oferind definitii clare si dovezi empirice. Ofera perspective noi si valoroase pentru cercetatorii din domeniul publicitatii, marketingului si, in special, al psihologiei consumatorului.