Role of anthropomorphization on pro-social behavior
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DOI: 10.1108/jibr-10-2017-0196
Abstract: Purpose This paper aims to examine the effect of anthropomorphic entities in the public service advertisements (PSA) on individuals’ pro-social behavior. In addition, the role of individuals’ need for affect and self-construal in moderating the… read more here.
Keywords: anthropomorphization; pro social; social behavior; role ... See more keywords