The effect of animated images on persuasion: The mediator role of hedonic responses and the moderator role of product category
AbstractThis paper aims to highlight the mediator role of hedonic responses in the relation between animated images and attitudinal responses. It has another objective which is to show off the moderator role of product category. To this purpose, we have manipulated two categories of advertising opposing computer animated to non-computer animated images. We have also seetwo product categories : a high involvement product and a low involvement one.
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Bibliographic InfoPaper provided by Paris Dauphine University in its series Economics Papers from University Paris Dauphine with number 123456789/4236.
Date of creation: Jun 2004
Date of revision:
involvement; product category; mental imagery; animated images; catégorie de produit; implication; immersion; emotion; imagerie mentale; images animées;
Find related papers by JEL classification:
- M31 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Marketing
- L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media
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