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

Seung Chul Yoo; Jorge F. Peña; Minette E. Drumwright

doi:10.1016/j.chb.2015.01.042

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

Seung Chul Yoo, Jorge F. Peña, Minette E. Drumwright

Division of Communication & Media

Research output: Contribution to journal › Article › peer-review

41 Scopus citations

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.

Original language	English
Pages (from-to)	62-71
Number of pages	10
Journal	Computers in Human Behavior
Volume	48
DOIs	https://doi.org/10.1016/j.chb.2015.01.042
State	Published - Jul 2015

Bibliographical note

Publisher Copyright:
© 2015 Elsevier Ltd.

Keywords

Computer mediated communication
Consumer behavior
Digital shopping
Shopper behavior
Shopper psychology
Virtual environment

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

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10.1016/j.chb.2015.01.042

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

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.",

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AU - Peña, Jorge F.

AU - Drumwright, Minette E.

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N2 - 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.

AB - 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.

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KW - Consumer behavior

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KW - Shopper psychology

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

Abstract

Bibliographical note

Keywords

UN SDGs

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