Consumer attitudes toward human-like avatars in advertisements : the effect of category knowledge and imagery
Bashar S. Gammoh, Fernando R. Jiménez, and Rand Wergin
| Year of publication: |
2018
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| Authors: | Gammoh, Bashar S. ; Jiménez, Fernando R. ; Wergin, Rand |
| Published in: |
International journal of electronic commerce : IJEC. - Philadelphia, Pa. : Routledge, Taylor & Francis Group, ISSN 1086-4415, ZDB-ID 1402660-0. - Vol. 22.2018, 3, p. 325-348
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| Subject: | Avatars | categorization tension | mental schema | online advertising | online imagery | product category knowledge | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing | Werbewirkung | Advertising effects | Online-Handel | Online retailing | Werbung | Advertising | Experiment |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/10864415.2018.1462939 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011884530