Abstract
Implementing health protocols, wearing masks, and maintaining physical distance in the service facilities are necessary during this Covid-19 pandemic. So, we need a health appeal message in the service industry to discipline consumer behavior. This study examines the effects of anthropomorphic persuasive appeal on consumer protective behavior. This study consists of two studies and used an experimental method. The results showed that the anthropomorphic persuasive message made consumers feel more fear, understand the message more easily, and perceive that the object had more power. The effect of messages on protective behavior is significantly mediated by fear. Meanwhile, ease of understanding and power are not significant mediations. Study 2 which focuses on the application in service facilities also shows that anthropomorphic appeal can influence protective behavior. These results indicate that the emotional aspect, in this case, the fear of consumers, has more influence on protective behavior.
Highlights
IntroductionThis sentence opens the story booklet issued by the Ministry of Women's Empowerment and Child Protection of the Republic of Indonesia in 2020 to Jurnal Manajemen/Volume XXV, No 03, October 2021: 499-514
This study aims to determine the effect of applying anthropomorphism to the Covid19 message on consumer health protocol behavior
The results of Study 1 indicate that anthropomorphic messages have a direct effect on protective behavior
Summary
This sentence opens the story booklet issued by the Ministry of Women's Empowerment and Child Protection of the Republic of Indonesia in 2020 to Jurnal Manajemen/Volume XXV, No 03, October 2021: 499-514. In this booklet, the Coronavirus is told by conveying as if he (Coronavirus) is a human. This sentence borrows a term from human activity (jump). We hear or see in the media that this virus is illustrated in human terms "enemy, evil, and smart". Coronavirus "doesn't care" who you are, whether you are rich or poor, old or young, smart or not. Previous research shows that educational programs regarding protected animals delivered anthropomorphically can increase student knowledge (Kamil et al, , 2019)
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