Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/110527
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dc.contributorSchool of Professional Education and Executive Development-
dc.creatorWan, C-
dc.creatorLee, D-
dc.creatorNg, P-
dc.date.accessioned2024-12-17T00:43:27Z-
dc.date.available2024-12-17T00:43:27Z-
dc.identifier.issn0742-6046-
dc.identifier.urihttp://hdl.handle.net/10397/110527-
dc.language.isoenen_US
dc.publisherJohn Wiley & Sons, Inc.en_US
dc.rightsThis is an open access article under the terms of the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0/), which permits use, distribution and reproduction in any medium, provided the original work is properly cited.en_US
dc.rights© 2024 The Authors. Psychology & Marketing published by Wiley Periodicals LLC.en_US
dc.rightsThe following publication Wan, C., Lee, D., & Ng, P. (2024). The role of anthropomorphism and racial homophily of virtual influencers in encouraging high- versus low-cost pro-environmental behaviors. Psychology & Marketing, 41, 1833–1853 is available at https://doi.org/10.1002/mar.22013.en_US
dc.subjectArtificial intelligenceen_US
dc.subjectInfluencing marketingen_US
dc.subjectPro-environmental behaviorsen_US
dc.subjectSustainabilityen_US
dc.subjectVirtual influencersen_US
dc.titleThe role of anthropomorphism and racial homophily of virtual influencers in encouraging low- versus high-cost pro-environmental behaviorsen_US
dc.typeJournal/Magazine Articleen_US
dc.identifier.spage1833-
dc.identifier.epage1853-
dc.identifier.volume41-
dc.identifier.issue8-
dc.identifier.doi10.1002/mar.22013-
dcterms.abstractVirtual influencers have great potential to shape the audience's perception and motivate behavioral change. Drawing upon anthropomorphism theory and social identity theory, this paper examined the interaction effect of anthropomorphism and racial homophily of virtual influencers in shaping audiences' trust and subsequently pro-environmental behaviors in low- and high-cost contexts. Two online studies employing experimental materials generated by artificial intelligence were conducted. Study 1 revealed that high anthropomorphism (human-like virtual influencers) and high racial homophily (local-like virtual influencers) are more effective for eliciting trust in the context of low-cost pro-environmental behaviors. The findings also showed that low racial homophily (foreign-like virtual influencers) would further weaken the trust level of a virtual influencer in low anthropomorphism (animate-like virtual influencers). Study 2 aimed to replicate the findings from Study 1 in the context of high-cost pro-environmental behaviors. The findings showed that low racial homophily (foreign-like virtual influencers) enhanced the trust in a high anthropomorphism (human-like virtual influencers) virtual influencer. The moderated mediation analyses confirmed the hypothesized relationships in the proposed research model. This research advanced our understanding on the moderating role of racial homophily that serves as a cognitive shortcut for low-cost and quick decisions. However, a low racial homophily (foreign-like) virtual influencer would be more effective for high-cost and symbolic pro-environmental behaviors. These insights provide valuable guidance to businesses, marketers, and environmental advocates aiming to leverage virtual influencers for encouraging sustainability practices.-
dcterms.accessRightsopen accessen_US
dcterms.bibliographicCitationPsychology and marketing, Aug. 2024, v. 41, no. 8, p. 1833-1853-
dcterms.isPartOfPsychology and marketing-
dcterms.issued2024-08-
dc.identifier.scopus2-s2.0-85192207780-
dc.identifier.eissn1520-6793-
dc.description.validate202412 bcch-
dc.description.oaVersion of Recorden_US
dc.identifier.FolderNumberOA_Scopus/WOSen_US
dc.description.fundingSourceOthersen_US
dc.description.fundingTextCollege of Professional and Continuing Education, The Hong Kong Polytechnic Universityen_US
dc.description.pubStatusPublisheden_US
dc.description.oaCategoryCCen_US
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