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The Effect of Animated Spokes-Character Type on Advertisement Persuasion: The Moderating Role
of Product Benefit and Multisensory Integration
Abstract
To fill the gap of prior researches about effects of animated spokes-character’s traits and the moderated
effect of product benefit and multisensory integration, this research exams the effect of two dimensions of
animated spokes-character’s traits (facial appearance and lip-synchronization) on advertisement persuasion
(including advertisement attitude, product attitude and purchase intention) and how product benefit, scent
and haptic information moderate the effects of animated spokes-character’s traits. This research designs four
kinds of animated spokes-characters with different facial appearance (human-like appearance/cartoon-like
appearance), lip-synchronization (adult-sounding/childlike-sounding voice). Moderating roles include
product benefit (utilitarian/hedonic benefit), scent providing (yes/no) and haptic information providing
(texture/nontexture). This experiment uses the analysis of variance (ANOVA) to analyze the data and examine above effects on ad persuasion.
The results show that: First, cartoon-like appearance spokes-characters with childlike-sounding voice
endorsing hedonic products elicit positive influences on ad persuasion; human-like appearance
spokes-characters with adult-sounding voice endorsing utilitarian products elicit positive influences on ad
persuasion. Second, if consumers are provided scent, they will show more positive advertisement attitude
then those without scent providing. Third, haptic information providing indeed alters consumers’ feeling on advertisement persuasion.
Keywords：Animated spokes-character, Product benefit, Scent, Touch, Advertisement persuasion
1. INTRODUCTION With the increasing of products and services sold over the internet, if customers perceive the interface
design of a website as trustworthy and attractive, they will reveal more intimate information and become
more likely to purchase the products sold on website (Bickmore and Cassell, 2001). According to Jupiter
Research’s study (1999) on online shopping behavior, ninety percent of online shoppers wanted some sort of
human interaction while their shopping processes. Although it is easier than before to shop on websites or
TV programs, people still want someone could serve them face to face.
More and more companies attempt to create animated spokes character (Garretson and Niedrich, 2004).
Stewart and Furse (1986) have suggested that the animated spokes characters are very effective endorsers
for advertisement. Although those characters are not equal to human beings, many researchers still believe
that they may generate similar or even better advertisement effectiveness than human beings (Fournier,
1998). Researchers have proposed the animated spokes-characters are created to catch, enhance, and hold
consumer attention (Callcott and Alvey, 1991), to make claims become believable and acceptable, and to
possibly affect purchase intention (Garretson and Nierich, 2004). Animated spokes–characters lead to more
accurate recall and quicker consumer response (Li and Bukovac, 1999) and express more trust and respect
(Callcott and Phillips, 1996) while comparing to non-animated spokes-characters. Furthermore, animated
spokes-characters can convey endlessly polite and professional service without unplanned embarrassments.
Animated spokes-characters seldom exhibit negative behavior or bring bad news as human endorses like
movie stars or spokesmen (Garretson and Niedrich, 2004). Simply put, for certain advertising situations
animated spokes-characters seem to be appealing and safe alternatives to human endorsers (Stafford et al.,
2002).
Although the number of animated spokes-characters is generally increasing, the use of animated
spokes-characters still may not succeed in all situations (Spencer, 2003). Primary problems are that choosing
an effective animated spokes-character is not simple and those characters may not be good in
communication. Based on critical considerations, such as source credibility and attractiveness, as well as
matching the brand or companies’ image with feature of spokes-character, selecting the right
spokes-character to promote a product or service can be especially challenging (Stafford et al., 2002). The
limitations of the software and communication technology may irritate customer while using an animated
spokes-character (Spencer, 2003).
Animated spokes-character presence and interaction can be persuasive and build trust in e-tailing, but
their appearance (Luo, McGoldrick, Beatty, and Keeling, 2006) and performance (Wood, Solomon, and
Englis, 2005) can modify these effects. Previous research on spokes-character advertising campaigns
explores the facial appearance and gender characters (Luo et al., 2006) and substantiates that the
significance of spokes-characters on the advertisement effectiveness. Little of previous researchers
investigated the effect of animated spokes-characters’ trait with product benefit and multisensory on
persuasion. We wonder whether scent enhances advertising effect or not. On the other side, within
marketing, touch research has studied in several fields, including consumers touching products (Peck and
Shu 2009), product contamination which results from other consumers’ touch (Argo, Dahl, and Morales
2006), or customers’ trait such as need for touch (Peck and Childers, 2003a).
The purpose of this study is to examine the effect of dimensions of animated spokes-character design
both in facial appearance and lip-synchronization with different product benefits on persuasion which
involved advertising attitude, product attitude and purchase intention. Moreover, this study also examines
the interaction effect of multisensory stimuli, particularly in smell and touch, on advertisement persuasion.
2. LITERATURE REVIEW 2.1 Animated Spokes-Characters
Callcott and Lee (1995) defined animated spokes-characters who “pictured realistically through illustration
or less so through caricature.” In cyberspace, animated spokes-characters “appear on the screen as embodied
characters and exhibit various types of life-like behaviors, such as speech, emotions, gestures, eye, head, and
body movements (Dehn and Van Mulken, 2000).” With many kinds of animated spokes-characters type, this
study focuses on animated spokes-characters type of endorses which have fictitious human appearance and
pair human sounding voice.
Why businesses need animated spokes-characters to be their endorsers? Some researchers figured that
animated spokes-characters are “animate beings or animated objects that are used to promote a product, a
service, or an idea (Phillips and Lee, 2005).” Many studies have examined the relationship between using
animated spokes-characters in advertising and the advertising effectiveness (Garretson and Niedrich, 2004;
Neeley and Schumann, 2004). Firms use animated spokes-characters because they hope that customers
transfer positive feelings to the endorsed brand. Further, animated spokes-characters help marketers
establish an emotional link between the consumer and the brand (Callcott and Phillips, 1996).
Prior studies have focus on animated spokes-characters traits (Guido and Peluso, 2009; Luo et al.,
2006). Some researchers devoted to animated characters’ dubbing or, particularly, lip-synchronization
(Caruana and Monica, 2005). Besides, some researchers have discussed the effect of different
spokes-character on other dimensions such as number and size of advertisements, product types, character
gender, and character ethnicity (Phillips and Gyoerick, 1999).
2.1.1 Facial appearance
About late nineteenth century, many fictitious characters became well-known and successful. As company
character identities (CCIs), famous human-like spokes-characters such as Kentucky Fried Chicken, popular
cartoon-like spokes-characters such as the Minchelin Man have built strong brand recognition and fitted
brand concepts of community (Garretson and Niedrich, 2004).
Consumers may regard animated spokes-characters as real human beings with souls (Stafford et al.,
2002). Researchers suggested that “the more visually realistic the representation, the higher the expectations
of the user (Dowling, 2000).” Customers’ expectations of animated spokes-characters’ conversational skills
may be higher than those which characters can afford, because they do not notice that these skills are limited
nowadays. The inconsistency between characters’ communicative abilities and consumers’ perception of the
abilities may let consumers feel frustrated.
As Dowling (2000) indicated that if consumers realize that animated spokes-characters are just created
by computer, they may lower their expectations of the characters’ conversational skills. In order to lower
consumers’ expectations of the conversational skills of animated spokes-characters (Dowling, 2000),
animated spokes-characters need to be created more sketchily to deliver the concept that those
characteristics do not have full human abilities (Masterton, 1998).
2.1.2 Lip-synchronization
Dynamic audiovisual medium such as on-line advertising can attract customer attention and further provide
a unique channel for information presentation to customers (Neeley and Schumann, 2004). By
advancements of computer animation technology, it makes advertising components such as interactivity,
visual product demonstrations, and verbal testimonies become more flexible (Callcott and Lee, 1994). Rich
media advertising generally combines with sounds and is often more interactive than conventional
advertising (Rewick, 2001). Researchers have suggested that the design of fictitious conversational character
in animation shows its facial expressions and synthesized speech that used lip-synchronization (Baldassarri,
Cerezo, and Seron, 2008).
Lip-synchronization is a computer science approach to determine the movement of mouth and tongue
through a speech (Zorić and Pandžić, 2006). In multimedia application, lip-synchronization is one of the
important subjects (Mued, Lines, Furnell, and Reynolds, 2003). There are a lot of character applications
which are operated in Internet activities, video communications, and virtual reality (McAllister, Rodman,
Bitzer, and Freeman, 1998).
Although numerous lip-synchronization studies focus on synchronizing lip movement, some marketing
researchers have attempted to examine the importance of the contents of synchronizing speakers’ voice.
Animated spokes-characters are usually lifely, colorful, and accompanied by voices and sound effects
(Neeley and Schumann, 2004). While a video or an advertisement playing, people usually focus on what the
endorsers say rather how the endorsers’ lips move. The reason is that synchronizing speakers’ voice makes
consumers hear the benefits of the product, not their lip motions. Therefore, to promote a product or a brand,
it’s worthy to consider that which kind of voice that fictitious endorsers have can make the advertisement
more effective. Thus, this study defines lip-synchronization as synchronizing with speakers’ voice.
2.2 Product Benefit The product benefit was classified to two kinds: utilitarian benefit of thinking and the hedonic benefit of
feeling (Batra and Ahtola, 1990; Hirschman and Holbrook, 1982).
Utilitarian benefit is a concept that combines instrument, function, work, and practical benefits
(Chitturi, Raghunathan, and Mahajan, 2007; Wertenbroch and Dhar, 2000). Utilitarian dimension have been
defined as how useful or practical the object is (Batra and Ahtola, 1990). The features of utilitarian products
can be copied by other firms; on the contrary, hedonic product benefits provide an invisible value that
cannot easily be replicated (Moe and Fader, 2001).
Hedonic benefits refer to experiential, agreeable, artistic, and enjoyment-related benefits (Chitturi et al.,
2007; Wertenbroch and Dhar, 2000). Hedonic dimension is usually used to measure a specific object’s
experiential effect such as enjoyable or pleasing feelings which are caused from the object (Batra and
Ahtola, 1990). Hedonism which emphasizes the playfulness, euphoria, and merriment is opposite to
utilitarianism which focuses on task completion and usefulness (Sherry, 1990a).
2.3 Persuasion People learn about persuasion though firsthand experiences in social interactions, conversations, marketers,
persuasion agents, commentary on advertising and so on. Consequently, over time the effects of certain
actions by persuasion agents such as advertisers or salespeople on people's attitudes and behavior will also
alter, because people's persuasion knowledge brings their response toward persuasion targets (Friestad and
Wright, 1994). The Persuasion Knowledge Model (PKM) suggests that consumers hold intuitive theories
about how marketers try to influence them (Friestad and Wright, 1994). Persuasion knowledge lets
consumers recognize, analyze, interpret and evaluate those persuasion attempts, further form basis attitudes
in all virtually situations that consumers’ interactions with marketers (Friestad and Wright 1994). Using
animated spokes-characters is a kind of technology personification. If human sales agents can enhance
satisfaction, attitudes toward products, and consumer’s purchase intention (Webster, 1968), animated
spokes-characters may have a similar impact on purchase processes (Redmond, 2002). With an interesting
element that animated spokes-characters can introduce into advertising and a common thought that is
beneficial to make the products connect to characters (Solomon and Gajilan, 1996), spokes-characters might
be best for promoting hedonic products, whereas human endorsers might be better for endorsing utilitarian
services (Stafford et al., 2002).
The spokesperson matching researches, for example, Kamins and Gupta (1994), have lighted the
question that if a utilitarian offering with an animated spokes-character can produce similar effect as hedonic
offering (Wakefield and Barnes, 1997). Dehn and Van Mulken (2000) have indicated that consumers may be
more annoyed by the presence of animated spokes-characters in their consuming process of utilitarian
products than in their consuming process of hedonic products. Because most animated spokes-characters’
facial appearances in promotion activities of utilitarian products are so sketchy that consumers may think
they are not professional. How the features design will alter consumers’ thought about product information
that the advertisement convey. Logically, different facial appearances of animated spokes-characters may
influence consumer attitude toward advertisement.
Attitude has defined as “the association between an object and the evaluation of the object” (Fazio,
Powell, and Williams, 1989). Rossiter and Percy (1980) have noted that attitude can be "created or altered"
by visual information without a verbal belief process occurring. Matching appropriate character with the
right product helps maximize advertisement utility. That’s why customers usually generate positive feelings
toward advertisements with animated characters, and then leads to a positive attitude regarding the products
(Garretson and Niedrich, 2004).
Cartoon-like characters are made from simplifying illustrations and have less consumer expectations of
communication abilities. Since the communication abilities of cartoon-like characters could be expected to
match the technical abilities of the current system (Bartneck, 2001), it might be more appropriate to have
cartoon-like characters in the interface, rather than completely human-like characters (McBreen and Jack,
2001). But we think that characters with different facial appearance appropriate to endorse products with
different product benefit. While hedonic benefits emphasis subjective, non-tangible feature that fulfill
experiential needs, enjoyment and pleasure (Voss, Spangenberg, and Grohmann, 2003), it seems logical that
cartoon-like characters endorsing hedonic product benefits produce positive persuasion.
On the other side, consumers may have more expectations on human-like characters’ communication
abilities than cartoon-like characters and consider them as true people. While utilitarian benefits emphasis
tangible, objective features that offer functional benefits, and are meant to solve problems (Engel and Roger,
1993), it seems logical that human-like characters endorsing utilitarian product benefits produce positive
persuasion. Thus, this study proposes the following hypothesis,
H1: Comparing with animated human-like spokes-characters, animated cartoon-like spokes-characters
endorsing hedonic product benefits elicit more positive influences on persuasion; comparing with
animated cartoon-like spokes-characters, animated human-like spokes-characters endorsing
utilitarian product benefits elicit more positive influences on persuasion.
For dubbing dimension of animated spokes-characters, many studies have suggested that
lip-synchronization can strongly influences consumers’ product or brand preference and choices, because it
increases animated spokes-characters’ advertisement familiarity (Neeley and Schumann, 2004). Different
voices in lip-synchronization cause different perceptions of consumers (McAllister et al., 1998). For
example, childlike-sounding voices easily associate with feeling which less dependent. The voices are
suitable for hedonic product benefits. However, the effect of adult-sounding voice would be diverse. We
wonder that dosing a childlike sounding voice is more proper to promote hedonic product benefit than other
kind of voice or opposite.
Many studies have discussed the fitness between features of endorsers and products. The match-up
hypothesis in advertising research has examined the differential effect that different types of endorsers, often
celebrities, have on the endorsed brand. According to research by Kanungo and Pang (1973) who pairing
non-celebrities male and female models with different types of products, the effect of the model depended
on what product that the models were paired. The finding of the study was explained to the "fittingness" of
the model for the product. The fittingness between the celebrity and the product was captured by the term
"match-up hypothesis" (Kamins, 1990).
Although most of prior match-up hypothesis researches focus on celebrities or human endorses, we still
can apply this theory to animated spokes-characters. By match-up hypotheses (Kamins, 1990),
spokes-characters are more effective when there is a “fit” between the spokes-characters and products being
endorsed. Thus, we suggest that characters with childlike-sounding voice fit hedonic product benefits;
characters with adult-sounding voice fit utilitarian product benefit. For the above reasons, this study
proposes the following hypothesis,
H2: Comparing with animated spokes-characters with adult-sounding voice, animated spokes-characters
with childlike-sounding voice endorsing hedonic product benefits elicit more positive influences on
persuasion; comparing with animated spokes-characters with childlike-sounding voice, animated
spokes-characters with adult-sounding voice endorsing utilitarian products elicit more positive
influences on persuasion.
2.4 Scent Prior studies showed that firms which believe that the affectively evoking ability of scent can strongly
connect the brands and the customers often use scent to shape a unique atmosphere to last impression
(Goldkuhl and Styvén, 2007). Many believe that the right scent can have a positive impact on consumers’
behavior. In 1932, Laird’s experiment suggested that hosiery with scent affected homemakers’ evaluation
toward the quality of the hose. The pleasantness of scent causes the object or service which the scent
depends on to be perceived as pleasant or unpleasant (Ellen and Bone, 1998) and further influents
consumers’ attitudes and behaviors.
Base on the PKM (Friestad and Wright, 1994) and above prior studies’ suggestions of that the presence
of scent could change consumers’ attitudes and behaviors, and influence people’s perception of products, it
seems not difficult to connect presence of scent with persuasion on consumers. Thus, this study proposes
that the presence of scents will enhance the effect of animated spokes-character traits in advertisement
persuasion. For the above reasons, this study proposes the following hypotheses,
H3: While the fragrance product scents are provided, the positive effect of animated spokes-character in
advertisement persuasion will be enhanced more than there are no scents provided.
2.5 Multisensory
Multisensory integration improves our ability to interact with the environment, allows for enhanced
detection (Lovelace, Stein, and Wallace, 2003), produces more accurate localization (Nelson, Hettinger,
Cunningham, Brickman, Haas, and McKinley, 1998), and generates faster reactions (Diederich and
Colonius, 2004).
Although vision is the most important modality while purchasing, there still some researchers indicate
that the importance of other sensory modalities will gain during the usage (Fenko, Schifferstein, and
Hekkert, 2010). Some researchers pointed out that touch is humans’ most developed sensory modality at
birth (Hertenstein, Verkamp, Kerestes, and Holmes, 2006) and is integral to human social life. While people
evaluate and appreciate various products, touch plays an important role. Some researchers have added haptic
cues into their experiments (Krishna and Morrin, 2008). Actually, it has been shown that haptic cues can
alter attitudes, purchase intentions toward products which involve touch attributes such as the material
properties of texture and softness and the confidence in the evaluation of these products (Grohmann,
Spangenberg, Sprott, 2007; Peck and Childers, 2003a, 2003b).
In human’s perception of the environment, the different senses, such as audition, vision, and touch
interact with each other (Koelewijn, Bronkhorst, and Theeuwes, 2010). For instance, interaction within
audition and vision, a well-known example is the ventriloquism effect (Thurlow, and Jack, 1973). For the
example of the interaction within audition, vision and touch, Caclin, Soto-Faraco, Kingstone, and Spance
(2002) demonstrated that the perceived location of a sound could be mislocalized toward the spatial location
of a simultaneously presented tactile stimulus. For the interaction between vision and olfaction, while white
wines colored red, even wine experts will judge white wine as red wine (Morrot, Brochet, and Dubourdieu,
2001). Thus, we know people are not influenced by single sensory in real world. For the above reasons, this
study proposes the following hypotheses,
H4: The haptic cues will moderate the effect of vision, audition and olfaction on persuasion.
3. RESEARCH METHOD 3.1 Conceptual Framework The purpose of this study is to investigate the influence of animated spokes-characters’ design endorsing
different product benefits on persuasion. This study also investigates that the effect of scent presence on
animated spokes-character advertisement persuasion of fragrance product and multisensory interaction effect
on animated spokes-character advertisement persuasion. The conceptual framework of this study is shown in
Figure 3-1.
Figure 3-1 Conceptual Framework
3.2 Pretest 1 – Product Benefit
The purpose of pretest 1 was to find out which product benefit’s concept is close to hedonic benefit and
which is close to utilitarian benefit. We chose several benefit descriptions of fragrance product, and then
asked participants to separate these benefits’ descriptions into hedonic benefits or utilitarian benefits. We
also asked participants to assess the importance of these product benefits by using a 7-point scale (from 1 =
extremely unimportant to 7 = extremely important).
3.3 Pretest 2 – The Selection of Animated Spokes-Characters
The purpose of pretest 2 is to decide that which animated spokes-character facial appearance is appropriate
to endorse the fragrance product. At the beginning of pretest 2, participants were provided 2 ad scenarios
including the product benefit’s descriptions from pretest 1. The questionnaire included two parts. Part 1
provided 2 sets of female cartoon-like animated spokes-characters’ pictures. Each set had 4 kinds of
characters. Participants were asked to choose 1 appropriate set of characters in part 1 to endorse the
fragrance product. After participants completed part 1, they were asked to join part 2. Part 2 of pretest 2
provided 4 sets (A, B, C and D set) of animated spokes-characters with different hair styles. Each set
included 1 human-like character and 2 cartoon-like characters. Participants were asked to choose 1
appropriate set to endorse the advertisement.
3.4 Sample and Design
Subjects from salarymen, salarywomen, graduate students and college students were asked to take part in the
experiment. The experiment was separated to three studies. Study 1 used a 2 (facial appearance) × 2
(lip-synchronization) × 2 (product benefits) between-subjects design. Study 2 used a 2 (facial appearance) ×
2 (lip-synchronization) × 2 (product benefits) × 1 (haptic cue without texture) between-subjects design.
Study 3 used a 2 (facial appearance) × 2 (lip-synchronization) × 2 (product benefits) × 1 (scent providing) ×
1 (haptic cue with textures) between-subjects design.
Utilitarian Benefit
Hedonic Benefit
Product Benefits
Ad Attitude
Product Attitude
Purchase Intention
Ad Persuasion
Facial Appearance
(Human-like
Appearance/
Cartoon-like
Appearance)
Lip-Synchronization
(Adult-Sounding
Voice/
Childlike-Sounding
Voice)
Dimensions of Animated
Spokes-Character Design
Yes (With
Texture/
Without
Texture)
No
Yes
No
Haptic Cue Scent
Multisensory Integration
3.5 Method
In study 1, the participants were asked to watch a 2-D animated advertisement which was acted by animated
spokes-character. Each participant watched 1 of 8 kinds of advertisements. After participants watched the
advertisement, they were asked to fill out the questionnaire. In study 2, the participants were also asked to
watch 1 of 8 animated ads as study 1 and study 2. While they finished watching the video, they were
provided a paper package without texture. Then they were asked to fill out an evaluation questionnaire. In
study 3, the participants were asked to watch 1 of 8 animated ads in study 1. While they finished watching
the video, each participant was provided a tester of product scent and was asked to fill out an evaluation
questionnaire. The scent was manipulated to all experiment conditions whether the ads stress hedonic or
utilitarian benefit. After this step, the participants were provided a haptic cue, paper package with texture
appearance. The participants were asked to touch the package and fill out another questionnaire.
3.6 Measures
3.6.1 Dependent Variable
This study included three dependent variables: advertisement attitude (good, pleasant, and favorable),
product attitude (appealing, good, pleasant, and likable), and purchase intention (“I would purchase this
product”, “the probability that I would consider buying this product” and “I would probably purchase this
product”). All measured by 6-point Likert scale (from 1 = extremely disagree to 6 = extremely agree). We
adopted the measurements developed by MacKenzie and Lutz (1989), Spears and Singh (2004), Grewal,
Krishnan, Baker, and Borin (1998), and Dodds, Monroe, and Grawal (1991).
3.6.2 Control Variable
Compared to men, women are more impressionable to the comprehensiveness of the experiment
information, knowing manipulated differences in experiment (Kempf, Laczniak, and Smith, 2006). Besides,
according to Larsson et al. (2006), young people have a clearer and exact memory response than older
people when smelling familiar scents. The effect of age and age-related constructs will influence consumer
attitudes and behavior (Evanschitzky and Woisetschläger, 2008). Thus, we knew that gender and age might
influence the result of experiment. By above reasons, this study retained two control variables: gender and
age.
4. RESULTS AND ANALYSIS 4.1 Pretest 1
There were a total of 33 participants in pretest 1. This study picks out the descriptions for advertisements
shown in Table 4-1.
Table 4-1 Benefit’s Descriptions Utilitarian benefit Hedonic benefit
Benefit’s
descriptions
To make the air fresher. To pacify one’s spirit.
To clean the indoor air. To make someone relax.
To clean the ambient air. To bring someone a joyful feeling.
To help someone to sleep. To bring someone a feeling of happiness.
4.2 Pretest 2
In pretest 2, this study recruited 40 participants to assess the appropriate animated spokes-characters for
advertisements. This study finally chose the facial appearances which showed in Figure 4-1 to endorse the
advertisements.
Figure 4-1 Facial Appearances of Animated Spokes-Characters
4.3 Experiment Results
4.3.1 Data Collection and Control Variable Analysis
This study discussed 2 control variables: gender and age. A total of 984 participants join this experiment.
40.85% participants are male and 59.15% participants are female. Most of subjects were 20 to 29 years old
(73.27%). Results showed that no significant difference exists between male and female on ad attitude (T =
-0.216, p>0.05), product attitude (T = -1.018, p>0.05), and purchase intention (T = -1.319, p>0.05). But
there was significant difference among different ages on ad attitude (T = 2.783, p<0.05), product attitude (T
= -3.395, p<0.05), and purchase intention (T = -3.571, p<0.05).
4.3.2 Reliability The reliability coefficients (Cronbach’s Alpha) for advertisement attitude, product attitude and purchase
intention in study 1, study 2 and study 3 were all above 0.7. This was convinced that the measurement has
good reliability (Nunnally, 1978).
4.3.3 Manipulation Test
74.7% participants considered the adult-sounding character that we set to endorse advertisements was over
25 years old. 67.8% participants considered the child-sounding character that we set to endorse
advertisements was below 25 years old. 62.9% participants confirmed that the haptic cue in study 2 was
indeed without texture. 88.6% participants in study 3 confirmed that the scent was pleasant. 95.8%
participants confirmed that the haptic cue in study 3 was indeed with texture.
4.3.4 Dependent Variable Analysis
Study 1. In study 1, ANOVA showed that the main effects of facial appearance, lip-synchronization and
product benefits on persuasion were not significant (see Table 4-1 to Table 4-3). But the results showed
significant interaction effects between lip-synchronization and product benefits on persuasion (p<0.05),
between facial appearance and lip-synchronization on advertisement attitude (F = 3.895, p<0.05) and
purchase intention (F = 5.970, p<0.05), and significant interaction effects between facial appearance and
product benefits on product attitude (F = 5.675, p<0.05) and purchase intention (F = 8.644, p<0.05). Facial
appearance, lip-synchronization and product benefits also have an interaction effect on advertisement
attitude (F = 4.317, p<0.05).
Because facial appearance, lip-synchronization and product benefits had interaction effects on persuasion,
we made Independent-Samples T Test to test the effects from each variable. As the results showed that HAU
was significant better than HCU and CCU on product attitude and purchase intention and was significant
better than CAU on purchase intention. In other words, animated spokes-character with human-like
appearance and adult-sounding voice was better than other kinds of animated spokes-characters to endorse
utilitarian benefit products. We also found that CCH was significant better than HAH, HCH and CAH on
persuasion. That was, animated spokes-character with cartoon-like appearance and childlike-sounding voice
was better than other kinds of animated spokes-characters to endorse hedonic benefit products. Therefore,
H1 and H2 were supported.
Table 4-1 ANOVA Results of Ad Attitude in Study 1
Source Type III Sum of Squares df Mean Square F Sig.
Corrected Model 17.290a 7 2.470 2.510 .016
Intercept 5551.453 1 5551.453 5640.530 .000
Facial Appearance .860 1 .860 .873 .351 Lip-synchronization .289 1 .289 .293 .589
Product Benefits .312 1 .312 .317 .574
FA×LS 3.834 1 3.834 3.895 .049**
FA×PB .789 1 .789 .802 .371 LS×PB 5.959 1 5.959 6.055 .014**
FA×LS×PB 4.249 1 4.249 4.317 .039**
Error 301.168 306 .984 Total 5994.333 314
Corrected Total 318.458 313
Notea: R Squared = .054 (Adjusted R Squared = .033)
Table 4-2 ANOVA Results of Product Attitude in Study 1
Source Type III Sum of Squares df Mean Square F Sig.
Corrected Model 14.191a 7 2.027 2.251 .030
Intercept 4993.237 1 4993.237 5544.137 .000
Facial Appearance .166 1 .166 .184 .668 Lip-synchronization .326 1 .326 .362 .548
Product Benefits .005 1 .005 .005 .942
FA×LS 1.926 1 1.926 2.138 .145
FA×PB 5.111 1 5.111 5.675 .018** LS×PB 5.616 1 5.616 6.235 .013**
FA×LS ×PB .526 1 .526 .584 .445
Error 275.594 306 .901 Total 5404.188 314
Corrected Total 289.784 313
Notea: R Squared = .054 (Adjusted R Squared = .033)
Table 4-3 ANOVA Results of Purchase Intention in Study 1
Source Type III Sum of Squares df Mean Square F Sig.
Corrected Model 37.814a 7 5.402 3.986 .000
Intercept 3408.776 1 3408.776 2515.199 .000
Facial Appearance .490 1 .490 .361 .548
Lip-synchronization .134 1 .134 .099 .753 Product Benefits .002 1 .002 .001 .969
FA×LS 8.091 1 8.091 5.970 .015**
FA×PB 11.715 1 11.715 8.644 .004** LS×PB 15.551 1 15.551 11.474 .001**
FA×LS×PB 1.776 1 1.776 1.310 .253
Error 414.713 306 1.355 Total 3961.444 314
Corrected Total 452.527 313
Notea: R Squared = .054 (Adjusted R Squared = .033)
Study 2. In study 2, we prepared a haptic cue (package paper without texture) and combined it into study 1
experiment. The result of independent-sample t test (Table 4-3) showed that haptic cue had a marginal
significant effect on product attitude while the advertisements were under HAH and CAH design. The haptic
cue also had significant effect on product attitude while the advertisement was under CCU design and on
purchase intention while the advertisements were under CAU, HCU and CCU design. This finding
represented the H4 was partially supported.
Table 4-3 The Results of Independent-Samples T Test of Haptic Information Providing (Without
Texture) on Persuasion
Advertisement Attitude Product Attitude Purchase Intention
T Sig. T Sig. T Sig.
HAU -0.044 0.965 -0.662 0.510 -1.600 0.114
HAH -0.858 0.393 -1.966 0.053* -1.289 0.201
CAU 1.103 0.274 -0.388 0.699 -2.029 0.046**
CAH 1.462 0.148 1.839 0.070* -0.504 0.616
HCU -0.905 0.368 -1.316 0.192 -3.196 0.002**
HCH -0.718 0.475 -0.794 0.429 -1.353 0.179
CCU -0.593 0.555 -2.689 0.009** -3.670 0.000**
CCH 1.002 0.319 0.400 0.691 0.796 0.428
Note: * = Statistically significant ( *p<0.1; **p< 0.05) means differences between spokes-characters.
Study 3. In study 3, we combined scent providing and haptic factor (package paper with texture) into the
experiment. In order to know whether the scent providing affects consumers or not, we made
independent-sample t tests to compare the results of study 1 and part 1 of study 3. Table 4-4 showed that
when people watched the HAH, CAU, HCH and CCU advertisements with scent providing had a significant
effect on product attitude and purchase intention. That was, while scent was provided, consumers had more
positive advertisement attitude than without scent providing. But there was a diverse result while the
advertisement was a CCH design. Thus, H3 was partially supported.
Table 4-4 The Results of Independent-Samples T Test of Scent Providing
Advertisement Attitude Product Attitude Purchase Intention
T Sig. T Sig. T Sig.
HAU 0.096 0.924 -1.225 0.224 0.075 0.940
HAH -0.957 0.341 -2.436 0.017** -1.983 0.051*
CAU -0.835 0.406 -2.889 0.005** -3.615 0.001**
CAH -1.070 0.288 -0.743 0.460 -1.418 0.161
HCU 0.397 0.693 -0.014 0.989 -0.221 0.826
HCH -1.140 0.257 -3.323 0.001** -3.147 0.002**
CCU -0.413 0.681 -3.378 0.001** -4.342 0.000**
CCH 4.111 0.000** 1.681 0.096* 1.930 0.057*
Note: * = Statistically significant (*p<0.1; **p< 0.05) means differences between spokes-characters.
In part 2 of study 3 we provided a haptic cue with texture. By the process of haptic cue providing was a
within-subject design in the experiment, this study made a paired-sample t test to compare the results of
before touching and after touching. Table 4-5 represented the results of paired-sample t test of each set of
spokes-character type. It showed four sets on advertisement attitude, four sets on product attitude and two
sets on purchase intention had significant difference between after touching and before touching. According
to this finding, touch would change consumers’ feelings from vision, audition and olfaction. Thus, H4 was
partially supported.
Table 4-5 The Results of Paired-Samples T Test on Persuasion Advertisement Attitude Product Attitude Purchase Intention
T Sig.
(2-tailed) T
Sig.
(2-tailed) T
Sig.
(2-tailed)
HAU 2.075 0.043** 2.983 0.004** 0.587 0.560
HAH 1.536 0.133* 0.794 0.432 -0.879 0.385
CAU 1.443 0.157* 1.419 0.164* 0.630 0.532
CAH 1.583 0.121* 0.403 0.689 -1.414 0.165*
HCU 0.619 0.539 4.840 0.000*** 0.352 0.727
HCH 0.518 0.607 0.586 0.561 -1.452 0.154*
CCU 0.339 0.736 1.744 0.088** -0.703 0.486
CCH 1.163 0.251 -0.466 0.643 -0.056 0.959
Note: * = Statistically significant (*p<0.1; **p< 0.05; ***P<0.001) means differences between spokes-characters.
5. DISCUSSION AND CONCLUSION 5.1 Findings
This study has several findings. First, this study finds product benefits would moderate the effect of
animated spokes-character design on advertisement persuasion. Animated spokes-characters’ appearances,
lip-synchronizations and product benefits have interaction effects on advertisement persuasions. Consumers
have better product attitude and more purchase intention when character is an adult-sounding voice design to
endorse product with utilitarian product benefit rather childlike-sounding design. Characters with
human-like appearance to endorse product with utilitarian benefit elicit more purchase intention than
cartoon-like appearance characters. To endorse hedonic benefit product, characters with childlike-sounding
and cartoon-like appearance elicit more positive advertisement attitude, product attitude and purchase
intention than characters with adult-sounding and human-like appearance.
Second, this study finds the significant moderating effects of scent providing between animated
spokes-character type and advertisement persuasion. With the effects from characters’ traits, consumers who
are provided the product scent represents more positive advertisement attitude than those who are not
provided the product scent.
Third, through providing the product package paper we find that haptic information changes
advertisement persuasion on consumers. Consumers’ feeling which generate from motive of advertisement
would be significantly different after they touched the haptic information both with texture and without
texture. The effect form paper with texture is significant on both advertisement attitude and product attitude.
Paper without texture has significant effect on product attitude and product attitude.
5.2 Contributions and Implications Previous research, ex. Lue et al. (2006), had approved the effect of animated spokes-characters on
advertisement effectiveness. Spence (2002) and Peck and Shu (2009) discussed the importance of scent and
touch. To our knowledge, no previous studies combined above issues. Garretson and Burton (2005) had
discussed the integration of spokes-character and package, but they used package cues as independent
variables that included spokes-character and verbal attribute rather used package itself as a moderating role.
This study first inspects the effects of scent and haptic cue (paper package) together on advertisement
persuasion with the effects from animated spokes-characters. Besides, this study also brings the product
benefit into the experiment to test its moderating effect.
Based on the findings of this study, we propose following implications: First of all, we confirm that
different dimensions of animated spokes-character type indeed affects advertisement persuasion. In addition,
this study adopted the concept of product benefit from previous researches such as Batra and Ahtola (1990).
Specially, different from prior researchers, we use utilitarian benefit and hedonic benefit to classify the
product function descriptions in advertisements rather the product itself. It’s more close to how fragrance
product to be used, for solving problem use or for purely enjoyable use. Moreover, different concepts of
product would decide that people would be influenced by self-congruity or functional congruity (Johar and
Sirgy, 1991). It means that audience persuasion is influenced by product benefit that people perceived as
objectivity or subjectivity. This view is similar to our study. Consequently, advertisement persuasion which
is affected from animated spokes-character features is moderated by different product benefits. Thus, in
pragmatic part, firms should use different animated spokes-characters to endorse product with different
product benefits to maximize effects. Fragrance product firms could use an animated spokes-character with
human-like appearance and adult-sounding voice on utilitarian benefit products. On the contrary, if
fragrance products stress hedonic benefit, firm could use animated spokes-character with cartoon-like
appearance and childlike-sounding voice.
Second, scent changes the result which was affected by vision and sound of animated spokes-character.
For the experiential specialty of fragrance product, to make consumers smell is an important process while
marketing. To increase the advertisement persuasion, firms can make consumers not only to watch the
advertisement which is acted by animated-spokes character but also to experience the scent of the product.
Third, people are influenced by multi-sense that includs vision, audition, smell and touch. This study
provides a practical process to prove the fact of interaction of multi-sense. According to our results that
consumer’s feeling which is affected by vision, sound and odor can easily alter by touch, we confirm that
haptic information is an important factor while purchasing fragrance product. When marketing fragrance
product, firms not only should notice the vision, sound and odor factors but also should not ignore the
importance of touch. With the importance of olfaction and touch in marketing process, firms should think
about the feasibility of promoting fragrance product on internet. How to make internet shoppers feel the
product just like in substantial shops may be an important issue for marketers.
5.3 Limitations and Directions for Future Research
Although we provide some contributions and implications, there are still some limitations of our research
and some future researches should be discussed. First, in this study, we only choose female animated
spokes-character to act the advertisement. Future researches can analyze the effects of other animated
character types, such as male character versus female character, childlike appearance character versus adult
appearance character and human character versus non-human character.
Second, prior researches sometimes used several scents to test ad effects. Our study focuses on the
providing of scent (yes or no), not focuses on the difference of scents, so we only used one scent as the
enhancer in the experiment. Further research may be able to analyze the effects of the different scents, such
as pleasant scent and unpleasant scent, natural scent and artificial scent, or scent which suit male or female.
Third, prior researchers had proposed that need for touch has individual difference. Some people touch
the object to gather useful information; on the other side, some people touch the object just for fun
(Hirschman and Holbrook, 1982; Peck and Childers, 2003a). Future researches may be able to contain this
attribute into their experiments. Although there are still a lot left to study, our purpose is to make a basis and
direction for researches associated to this subject.
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