The Effect of Hero Archetype in Advertising on Perceived Product Efficacy

Authors

  •   Dwinita Laksmidewi Faculty of Economics and Business, Universitas Katolik Indonesia Atma Jaya, Jl. Jenderal Sudirman No. 51, Jakarta 12930
  •   Harry Susianto Faculty of Psychology, Universitas Indonesia, Depok
  •   Adi Zakaria Afiff Faculty of Economics and Business, Universitas Indonesia, Depok

DOI:

https://doi.org/10.17010/ijom/2017/v47/i5/114234

Keywords:

Hero Archetype

, Anthropomorphism, Perceived Product Efficacy, Advertising

Paper Submission Date

, June 1, 2016, Paper sent back for Revision, January 2, 2017, Paper Acceptance Date, April 10, 2017.

Abstract

This study aimed to examine the effect of the hero archetype in advertising on perceived product efficacy and purchase intention. The hero character was tough and brave to overcome a great trial; he was fighting to achieve a noble goal, and successfully demonstrated the pride's superiority. The use of archetype in advertising attempts to convey meaning to products ; the universal archetype characters can help tell the story of a brand in an easier way. The results of this study suggested that the use of hero archetype in an ad can trigger anthropomorphism, and had a positive effect on perceived product efficacy and purchase intention. Further, the results indicated that the warrior character in a hero had positive effects on perceived product efficacy for male consumers and for consumers with less power.

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Published

2017-05-01

How to Cite

Laksmidewi, D., Susianto, H., & Afiff, A. Z. (2017). The Effect of Hero Archetype in Advertising on Perceived Product Efficacy. Indian Journal of Marketing, 47(5), 21–36. https://doi.org/10.17010/ijom/2017/v47/i5/114234

Issue

Volume 47, Issue 5, May 2017

Section

Articles
Crossref
Scopus
Google Scholar
Europe PMC

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