Effects of visual and linguistic anthropomorphic cues on social perception, self-awareness, and information disclosure in a health website

•We examined effects of visual and linguistic anthropomorphic cues in a website.•Anthropomorphic images increase public and private self-awareness.•Increased public self-awareness in turn leads to fewer responses to a website.•Anthropomorphic language increases social perception.•Anthropomorphic language also facilitates responses to a website.

Acknowledging the lack of studies examining both visual and linguistic anthropomorphic cues and the underlying mechanisms of their effects, we investigated how the different modalities of anthropomorphic cues in a health website influenced information disclosure. In a 2 (visual cues: human vs. non-human image) × 2 (linguistic cues: conversational vs. impersonal language) × 2 (question type: less vs. more sensitive questions) between-subjects experiment (N = 254), participants registered with a mock-up health website. We assessed a behavioral outcome of not disclosing personal information and psychological outcomes of social perception and self-awareness as potential mediators. Results revealed distinctive effects of the two modalities of the anthropomorphic cues. Anthropomorphic images, on one hand, increased public and private self-awareness, and public self-awareness in turn led to less information disclosure. Anthropomorphic language, on the other hand, heightened social perception and promoted information disclosure, but social perception did not predict the disclosure. These results indicate unique underlying mechanisms of the effects of anthropomorphism: priming effect of visual cues, and communicative effects of linguistic cues.