The effects of food anthropomorphism on consumer behavior: A systematic literature review with integrative framework and future research directions.

Anthropomorphizing or humanizing food is a common marketing practice that has gained significant scholarly attention in the past few years. The present systematic review analyzes articles that examined the effects of anthropomorphizing various food and food ingredients on consumers' behavior to synthesize the existing body of work into an integrative framework, provide managerial recommendations, and identify avenues for future research. Using the Prisma 2020 statement for systematic reviews, a systematic search of four databases (EBSCO, PubMed, SCOPUS, and Web of Science) for peer-reviewed, quantitative articles published in English till the March 10, 2023 was undertaken, resulting in a final number of 21 articles meeting our selection criteria. The identified articles studied anthropomorphism of one of the three categories of food - regular food, misshapen/irregularly-shaped food, and meat animal. Analysis based on an integrative framework suggests that, in general, anthropomorphizing misshapen produce and regular food has a positive effect on behavior towards the food (e.g., purchase intention) and the restaurant/brand (e.g., restaurant visit intention) among adult consumers through elicitation of cognitive and affective responses. However, anthropomorphizing meat animals reduces consumers' intention to buy or eat meat by evoking negative emotions such as guilt. Similarly, anthropomorphizing regular food discourages consumption among children. The framework highlights several moderating variables of these effects. Based on the insights from this literature review, several recommendations for practitioners and researchers are suggested.

Toll-Like Receptor 9 Activation Rescues Impaired Antibody Response in Needle-free Intradermal DNA Vaccination.

The delivery of plasmid DNA to the skin can target distinct subsets of dermal dendritic cells to confer a superior immune response. The needle-free immunization technology offers a reliable, safe and efficient means to administer intradermal (ID) injections. We report here that the ID injection of DNA vectors using an NF device (NF-ID) elicits a superior cell-mediated immune response, at much lesser DNA dosage, comparable in magnitude to the traditional intramuscular immunization. However, the humoral response is significantly impaired, possibly at the stage of B cell isotype switching. We found that the NF-ID administration deposits the DNA primarily on the epidermis resulting in a rapid loss of the DNA as well as the synthesized antigen due to the faster regeneration rate of the skin layers. Therefore, despite the immune-rich nature of the skin, the NF-ID immunization of DNA vectors may be limited by the impaired humoral response. Additional booster injections are required to augment the antibody response. As an alternative and a viable solution, we rescued the IgG response by coadministration of a Toll-like receptor 9 agonist, among other adjuvants examined. Our work has important implication for the optimization of the emerging needle-free technology for ID immunization.