The effect of animated images on persuasion: The mediator role of hedonic responses and the moderator role of product category
This 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.
|Date of creation:||Jun 2004|
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- Holbrook, Morris B & Hirschman, Elizabeth C, 1982. " The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun," Journal of Consumer Research, University of Chicago Press, vol. 9(2), pages 132-40, September.
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