If museum treasures could talk: How anthropomorphism increases favorable visitor responses

Li, Yuan (William), Lisa C. Wan, Xiaoyan Luo and Chuanlong Wu

Annals of Tourism Research, 2023, vol. 99, issue C

Abstract: •Curatorial practices have hindered museums from reaching a wider audience.•Anthropomorphizing exhibits increase a series of favorable visitor responses.•Visitors will feel psychologically closer to the anthropomorphized exhibit.•Anthropomorphism is an effective strategy to increase museum attractiveness.

Keywords: Museum marketing; Exhibit anthropomorphism; Psychological distance; Visit intention; Learning interest (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:eee:anture:v:99:y:2023:i:c:s0160738323000130

DOI: 10.1016/j.annals.2023.103540

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