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Virtual shopping and unconscious persuasion: The priming effects of avatar age and consumers' age discrimination on purchasing and prosocial behaviors

Title
Virtual shopping and unconscious persuasion: The priming effects of avatar age and consumers' age discrimination on purchasing and prosocial behaviors
Authors
Yoo, Seung-ChulPena, Jorge F.Drumwright, Minette E.
Ewha Authors
유승철
SCOPUS Author ID
유승철scopus
Issue Date
2015
Journal Title
COMPUTERS IN HUMAN BEHAVIOR
ISSN
0747-5632JCR Link1873-7692JCR Link
Citation
vol. 48, pp. 62 - 71
Keywords
Computer mediated communicationVirtual environmentShopper psychologyShopper behaviorConsumer behaviorDigital shopping
Publisher
PERGAMON-ELSEVIER SCIENCE LTD
Indexed
SSCI; SCOPUS WOS
Abstract
This study examined how operating elderly or young avatars affected shoppers' product perceptions and purchasing behaviors. It also investigated how virtual shopping experiences translated into prosocial behavior regarding a nonprofit organization supporting the elderly. Operating elderly avatars influenced shoppers' product choice and walking speed while shopping compared to operating younger avatars. In addition, operating elderly avatars positively affected participants' attitudes and willingness to donate to and volunteer for a nonprofit organization supporting the elderly. Statistical interactions between avatar age and a shopper's ageism on behavioral and persuasion outcomes were also confirmed, and these findings implied an assimilation/contrast effect influenced by a shopper's preexisting prejudices toward the elderly. (C) 2015 Elsevier Ltd. All rights reserved.
DOI
10.1016/j.chb.2015.01.042
Appears in Collections:
사회과학대학 > 커뮤니케이션·미디어학전공 > Journal papers
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