Don’T Trust the Humans: the Impact of Avatars on Persuasion

In a series of experimental studies, we show that less human-like (vs. ultra-realistic) avatars induce greater product liking and compliance with persuasive message. This effect occurs because less human-like avatars’ stimulate cognitive elaboration, resulting in greater compliance. Our findings contribute to understanding human interactions with artificial human-like objects.



Citation:

Polina Landgraf and Antonios Stamatogiannakis (2018) ,"Don’T Trust the Humans: the Impact of Avatars on Persuasion", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 92-93.

Authors

Polina Landgraf, IE Business School, Spain
Antonios Stamatogiannakis, IE Business School, Spain



Volume

E - European Advances in Consumer Research Volume 11 | 2018



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