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
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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
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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