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Mascots: 3 Reasons why every brand NEEDS one (New Science)

by Digital Advertising Boost
Mascots: 3 Reasons why every brand NEEDS one (New Science)

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As a modern human, you can probably list a dozen mascots without breaking a sweat. But have you ever wondered why they’re so memorable? And do they really work?
Here’s a hint: they activate some ancient psychology to totally change the game

Some of the smart things you’ll know after the episode:
Which animal is the most lucrative poster child?
How can a mascot make you prefer bad pizza?
What makes the Ninja Turtles a bad marketing idea?
When is it better to aim for average in mascot design?
Can a talking donut make you take the elevator?

As always, our stats come from the latest and greatest peer-reviewed research – the bad jokes we take complete responsibility for.

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Aggarwal, P., & Mcgill, A. L. (2012). When Brands Seem Human, Do Humans Act Like Brands? Automatic Behavioral Priming Effects of Brand Anthropomorphism. Journal of Consumer Research, 39(2), 307–323. doi: 10.1086/662614
Brown, S. (2010). Where the wild brands are: some thoughts on anthropomorphic marketing. The Marketing Review, 10(3), 209–224. doi: 10.1362/146934710×523078
Connell, P. M. (2013). The Role of Baseline Physical Similarity to Humans in Consumer Responses to Anthropomorphic Animal Images. Psychology & Marketing, 30(6), 461–468. doi: 10.1002/mar.20619
Folse, J. A. G., Netemeyer, R. G., & Burton, S. (2012). Spokescharacters. Journal of Advertising, 41(1), 17–32. doi: 10.2753/joa0091-3367410102
Hart, P. M., Jones, S. R., & Royne, M. B. (2013). The human lens: How anthropomorphic reasoning varies by product complexity and enhances personal value. Journal of Marketing Management, 29(1-2), 105–121. doi: 10.1080/0267257x.2012.759993
Lancendorfer, K. M., Atkin, J. L., & Reece, B. B. (2008). Animals in advertising: Love dogs? Love the ad! Journal of Business Research, 61(5), 384–391. doi: 10.1016/j.jbusres.2006.08.011
Lloyd, S., & Woodside, A. G. (2013). Animals, archetypes, and advertising (A3): The theory and the practice of customer brand symbolism. Journal of Marketing Management, 29(1-2), 5–25. doi: 10.1080/0267257x.2013.765498
Veer, E. (2013). Made with real crocodiles: The use of anthropomorphism to promote product kinship in our youngest consumers. Journal of Marketing Management, 29(1-2), 195–206. doi: 10.1080/0267257x.2012.759990
Whiteside, S. (n.d.). Brand characters boost the effectiveness of TV ads. Retrieved from
Yuan, L. (I., & Dennis, A. R. (2019). Acting Like Humans? Anthropomorphism and Consumer’s Willingness to Pay in Electronic Commerce. Journal of Management Information Systems, 36(2), 450–477. doi: 10.1080/07421222.2019.1598691

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