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Injurant anthropomorphism is defined as the anthropomorphism of disease-causing agents with humanlike characteristics, emotions, intentions, or behavior. More and more health product brands and health care organizations are depicting disease causing injurants (e.g., enterovirus or PM2.5 pollutants) with human characteristics in their advertising. However, the effect of injurant anthropomorphism on consumer perceptions and decision making remains unclear. This paper investigates how consumers feel and react to injurant anthropomorphism i
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