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Restaurant-visit intention: Do anthropomorphic cues, brand awareness and subjective social class interact?
International Journal of Contemporary Hospitality Management ; 2022.
Article in English | Scopus | ID: covidwho-1840158
ABSTRACT

Purpose:

Given the increasing need after the outbreak of COVID-19 to encourage restaurant customers to dine in, the purpose of this paper is to examine the effects that anthropomorphic cues jointly with brand awareness and subjective social class have on restaurant-visit intention. Design/methodology/

approach:

To better comprehend the use of anthropomorphic cues, this paper involved two studies that used two types of anthropomorphic cues (1) non-food (a spoon) and (2) food ingredients. For each study, a 2 × 2 mixed factorial design was used.

Findings:

Using three-way mixed ANOVAs, the results from Study 1 confirmed that adding anthropomorphic cues to a non-food object (a spoon) could induce positive effects for restaurants with lower brand awareness, especially among individuals with low subjective social class. In contrast, Study 2 showed that adding anthropomorphic cues to a food ingredient (e.g. tomato, lettuce and olive) had a weaker effect on restaurants with high brand awareness, especially among individuals with a high subjective social class. Practical implications Marketers should use anthropomorphism strategies based on their target customers, especially if their brand is less popular. Originality/value Using the theoretical framework from the elaboration likelihood model, this paper contributes to the anthropomorphism literature by showing how an anthropomorphized image that fits an individual’s interests could trigger a careful thinking process that leads to differential behaviors based on brand awareness. © 2022, Emerald Publishing Limited.
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Full text: Available Collection: Databases of international organizations Database: Scopus Language: English Journal: International Journal of Contemporary Hospitality Management Year: 2022 Document Type: Article

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Full text: Available Collection: Databases of international organizations Database: Scopus Language: English Journal: International Journal of Contemporary Hospitality Management Year: 2022 Document Type: Article