Victim or beggar? Anthropomorphic messengers and the savior effect in consumer sustainability behavior

Literature regarding the effect of anthropomorphism on sustainability behaviors is contradictory, which suggests that that anthropomorphism is contextually sensitive. The current study seeks to add clarity to this domain by assessing the role of anthropomorphism on consumer sustainability behavior. Three experimental studies demonstrate that anthropomorphic cues (especially sad faces) activate a savior effect, which occurs when an anthropomorphic messenger is viewed as a victim and evokes feelings of sympathy. In turn, sympathy leads to enhanced sustainability behavior to save the victim from harm. However, when the desired sustainability behavior costs the consumer, this effect is suppressed - in such cases, the anthropomorphic messenger shifts from threatened victim to marketing agent, which reduces sympathy toward the messenger. Thus, companies seeking to promote sustainable behaviors and preferences for sustainable products could use anthropomorphism but only when the behavior does not result in additional payment to the organization.