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"[ABSTRAKDisertasi ini bertujuan untuk menguji bahwa unsur antropomorfik dalam iklan, yaitu mendemonstrasikan keampuhan produk menggunakan perilaku manusia (demonstrasi antropomorfik), lebih efektif untuk menjelaskan keampuhan produk yang sulit dimengerti. Untuk mencapai tujuan ini dilakukan 3 studi eksperimental, dengan menggunakan arketip hero untuk menggambarkan produk dalam wujud manusia. 5 pilot studi dilakukan untuk membuat stimulus eksperimen berupa iklan TV animasi. Hasil studi 1 menunjukkan bahwa demonstrasi antropomorfik lebih efektif dibandingkan perilaku berbicara, dan non-antropomorfik.Pada studi 2, demonstrasi antropomorfik memiliki pengaruh paling positif terhadap persepsi keampuhan produk jika karakter yang melakukannya sangat mirip dengan manusia nyata. Pengaruh ini tidak signifikan dimoderasi oleh tendensi antropomorfik. Pada studi 3, perilaku dengan kekerasan/tanpa kekerasan dalam demonstrasi antropomorfik berpengaruh positif terhadap persepsi keampuhan produk pada partisipan laki-laki, dan pada partisipan dengan power yang rendah. Pada ketiga studi tersebut persepsi keampuhan produk secara signifikan menjadi mediasi pengaruh demonstrasi antropomorfik terhadap intensi membeli;

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ABSTRACTThis dissertation aims to examine that anthropomorphic elements in advertising, demonstrating the efficacy of the product using human behavior (anthropomorphic demonstration), is more effective to explain the efficacy of the products that are difficult to understand. To achieve this goal we conducted three experimental studies, using hero archetype to illustrate the product in human form. Five pilot studies were conducted to create the experimental stimulus in the form of animated TV ads. Study 1 show that the anthropomorphic demonstration more effective than verbal behavior, and non-anthropomorphic.In study 2, the anthropomorphic demonstration has the most positive effect on the perceived product efficacy if the character is very similar to a real human. This effect is not significantly moderated by anthropomorphic tendencies. In study 3, the violent behavior in the anthropomorphic demonstration positively influences the perceived product efficacy on male participants, and the participants with low power. In all of these studies the perceived product efficacy significantly mediates anthropomorphic demonstration effect on purchase intention, This dissertation aims to examine that anthropomorphic elements in advertising, demonstrating the efficacy of the product using human behavior (anthropomorphic demonstration), is more effective to explain the efficacy of the products that are difficult to understand. To achieve this goal we conducted three experimental studies, using hero archetype to illustrate the product in human form. Five pilot studies were conducted to create the experimental stimulus in the form of animated TV ads. Study 1 show that the anthropomorphic demonstration more effective than verbal behavior, and non-anthropomorphic.In study 2, the anthropomorphic demonstration has the most positive effect on the perceived product efficacy if the character is very similar to a real human. This effect is not significantly moderated by anthropomorphic tendencies. In study 3, the violent behavior in the anthropomorphic demonstration positively influences the perceived product efficacy on male participants, and the participants with low power. In all of these studies the perceived product efficacy significantly mediates anthropomorphic demonstration effect on purchase intention]"

"Skrisi ini akan membahas mengenai antropomorfisme yang ada pada yuru-kyara Prefektur Yamaguchi, Choruru. Teori yang digunakan adalah teori bentuk antropomorfisme menurut DiSalvo, Gemperle, dan Forlizzi. Di dalam penelitian ini ditemukan bahwa antropomorfisasi pada Choruru memfasilitasi pengkonstruksian citra positif pemerintah daerah Prefektur Yamaguchi di mata masyarakat. Citra positif yang ingin dibentuk yakni pemerintahan yang bersahabat dan membaur dengan masyarakat, memperhatikan dan mengakomodasi perkembangan pariwisata dan ekonomi lokal, menghargai partisipasi dan peran aktif masyarakat, serta mendukung berlangsungnya acara-acara di dalam maupun luar Prefektur Yamaguchi.

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This research will discuss about anthropomorphism reflected in Yamaguchi Prefecture`s yuru kyara, Choruru. DiSalvo, Gemperle, and Forlizzi`s types of anthropomorphic form theory will be used to explain the phenomenon. This thesis found that anthropomorphism in Choruru acted as a positive images construction instrument for Yamaguchi Prefecture government. The positive images the institution wish to construct are friendly, blend in with the citizens, concern and accomodate the development of local tourism and economy, respect citizens`active participations, as well as support events inside and outside the prefecture."

"[ABSTRAKIntertemporal choice adalah situasi di mana individu harus memilih di antara dua alternatif hasil yang terletak di dua waktu yang berbeda. Penelitian ini bertujuan untuk mengetahui apakah manipulasi waktu, berupa antropomorfisme laju waktu dan framing waktu, memiliki pengaruh terhadap preferensi dalam intertemporal choice. Antropomorfisme laju waktu adalah persepsi bahwa waktu berperilaku seperti manusia yang bergerak dengan laju cepat atau lambat. Framing waktu adalah pengubahan waktu penerimaan sebuah hasil menjadi dimajukan atau dimundurkan. Preferensi dalam intertemporal choice diketahui melalui delay premium (jumlah uang yang ingin diterima apabila penerimaan dimundurkan), dan speed-up cost (jumlah uang yang ingin dibayar apabila penerimaan dimajukan). Jumlah delay premium dan speed-up cost yang tinggi melambangkan ketidaksabaran karena partisipan lebih memilih untuk menerima hasil saat ini daripada harus menunggu. Partisipan (N=152) adalah mahasiswa S1 Fakultas Psikologi dan Fakultas Ilmu Sosial dan Ilmu Politik Universitas Indonesia. Hasil penelitian menunjukkan bahwa ungkapan antropomorfik, baik yang mengandung laju cepat maupun lambat, meningkatkan delay premium namun menurunkan speed-up cost. Ungkapan antropomorfik laju waktu cepat menghasilkan delay premium yang paling tinggi dan speed-up cost yang paling rendah dibandingkan ungkapan laju waktu lambat maupun non-antropomorfik.

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ABSTRACT

Intertemporal choice is a situation where individual has to face a choice of outcomes located at two different points in time. This research aims to examine the influence of time manipulation, in the forms of anthropomorphism of time pace and time framing, on individual?s preference in intertemporal choice. Anthropomorphism of time pace is the perception that time behaves like human which moves in fast pace and slow pace. Time framing is the change of outcomes? reception time as being delayed or sped-up. Preference in intertemporal choice is measured through delay premium (the amount of money participants require to delay reception) and speed-up cost (the amount of money participants pay to speed-up reception). High delay premium and speed-up cost reflect participant?s impatience as they prefer to receive outcome now rather than waiting. Participants (N=152) are students from Faculty of Psychology and Faculty of Social and Political Science University of Indonesia. The results show that anthropomorphic sayings, either containing slow pace or fast pace, increase delay premium but decrease speed-up cost. Sayings of fast time pace anthropomorphism cause the highest delay premium and lowest speed-up cost compared to slow time pace anthropomorphism and non-anthropomorphic saying, Intertemporal choice is a situation where individual has to face a choice of outcomes located at two different points in time. This research aims to examine the influence of time manipulation, in the forms of anthropomorphism of time pace and time framing, on individual’s preference in intertemporal choice. Anthropomorphism of time pace is the perception that time behaves like human which moves in fast pace and slow pace. Time framing is the change of outcomes’ reception time as being delayed or sped-up. Preference in intertemporal choice is measured through delay premium (the amount of money participants require to delay reception) and speed-up cost (the amount of money participants pay to speed-up reception). High delay premium and speed-up cost reflect participant’s impatience as they prefer to receive outcome now rather than waiting. Participants (N=152) are students from Faculty of Psychology and Faculty of Social and Political Science University of Indonesia. The results show that anthropomorphic sayings, either containing slow pace or fast pace, increase delay premium but decrease speed-up cost. Sayings of fast time pace anthropomorphism cause the highest delay premium and lowest speed-up cost compared to slow time pace anthropomorphism and non-anthropomorphic saying]"