Can anthropomorphism bring better persuasiveness? An empirical study on online health risk information

Purpose Anthropomorphism presents a promising strategy for improving information presentation in online health communication. Although showing significant potential, its underlying mechanisms and boundary conditions remain underexplored and warrant further research. This study, therefore, aims to investigate how anthropomorphic cues in online health risk information influence information persuasiveness, specifically examining the underlying mechanisms and boundary conditions. Design/methodology/approach Three experiments (Experiment 1: N = 198; Experiment 2: N = 118; Experiment 3: N = 146) were conducted to examine the impact of anthropomorphism on information persuasiveness, explore pertinent psychological mechanisms and investigate the moderating role of narrative perspective. Findings Anthropomorphic cues were found to enhance the persuasiveness of online health risk information by increasing perceived severity and vulnerability, and by reducing psychological reactance. Furthermore, narrative perspective was shown to moderate the relationships between anthropomorphic cues and both perceived severity and vulnerability. Practical implications Guidance is provided to health information providers on the effective application of anthropomorphic strategies in disseminating online health risk information. In addition, the study highlights the importance of selecting appropriate narrative perspectives that align with the specific characteristics of different diseases in health persuasion. Originality/value This study advances the understanding of anthropomorphic health risk information in online settings by demonstrating its efficacy in mitigating psychological reactance. The findings show that narrative perspectives of injurants versus victims moderate the influence of anthropomorphic health risk information on individuals’ perceived severity and vulnerability.