Purpose

This paper aims to examine the effect of anthropomorphic entities in the public service advertisements (PSA) on individuals’ pro-social behavior. In addition, the role of individuals’ need for affect and self-construal in moderating the effect of anthropomorphism toward pro-social behavior is explored.

Design/methodology/approach

An experimental research design is executed to identify the causal relationship between anthropomorphic representations in the advertisements and pro-social behavior.

Findings

The findings suggest that anthropomorphism in PSA is helpful in increasing compliance behavior amongst individuals. Besides, an individual’s need for affect was found to positively moderate pro-social behavior.

Research limitations/implications

The authors extend the existing literature on the usage of anthropomorphism in social causes. The authors also explore the role of one of the intrinsic motivations, need for affect, in pro-social behavior.

Social implications

The study demonstrates how best one could use anthropomorphization in PSA by sensitizing individuals to social causes and compliance behavior.

Originality/value

The study builds upon the existing research on anthropomorphization, need for affect and pro-social behavior in increasing compliance with PSA.