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The role of anthropomorphism and racial homophily of virtual influencers in encouraging low-versus high-cost pro-environmental behaviors

Wan, Calvin, Lee, Daisy, Ng, Peggy·2024·Psychology & Marketing
DOI 10.1002/mar.22013
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Abstract

Virtual 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.

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FIGURE 1 The research model.
FIGURE 1 The research model.CC-BY · From the PDF
FIGURE 2 Effect of anthropomorphism and racial homophily on trust in virtual influencers (Study 1).
FIGURE 2 Effect of anthropomorphism and racial homophily on trust in virtual influencers (Study 1).CC-BY · From the PDF
FIGURE 3 Effect of anthropomorphism and racial homophily on trust in virtual influencers (Study 2).
FIGURE 3 Effect of anthropomorphism and racial homophily on trust in virtual influencers (Study 2).CC-BY · From the PDF
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Human-like
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Animate-like
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Foreign
ForeignCC-BY · From the PDF
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Citations

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Metadata

Authors
Wan, C., Lee, D., & Ng, P.
Affiliations
  • Edinburgh Business School Heriot‐Watt University Edinburgh UK
  • School of Professional Education and Executive Development The Hong Kong Polytechnic University Hong Kong Hong Kong
ORCID
Venue
Psychology & Marketing
Publisher
Wiley
Published
2024-05-02
Volume
41
Issue
8
Pages
1833-1853
ISSN
  • 0742-6046
  • 1520-6793
DOI
10.1002/mar.22013
Cited by
85
References
11
Language
en
Licence
creativecommons.org/licenses/by/4.0/ (vor)

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