Embodied Agents on a Communication and Branding Website: Modeling Effects Through an Affective Persuasion Route
Branding websites can play an important role in enhancing constructing brand-customer relationship. Such websites are to be considered as other electronic interfaces, and man-machine literature makes sense here. This research proposes to go beyond a mere “simple-effects” approach, and studies an affective approach persuasion route, complementing previous researches measuring either simple effects, or effects via a more cognitive route of persuasion. An experiment is presented, and commented. It is shown that IEVAs (Internet Embodied Virtual Agents) have effects on affective reactions and through those, on website stickiness, through an affective route. Research contributions, limitations and research avenues are finally commented.
David Midgley and Pablo Lambert de Diesbach (2008) ,"Embodied Agents on a Communication and Branding Website: Modeling Effects Through an Affective Persuasion Route", in LA - Latin American Advances in Consumer Research Volume 2, eds. Claudia R. Acevedo, Jose Mauro C. Hernandez, and Tina M. Lowrey, Duluth, MN : Association for Consumer Research.
David Midgley, INSEAD, France
Pablo Lambert de Diesbach, Rouen School of Management
LA - Latin American Advances in Consumer Research Volume 2 | 2008
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