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

Research output: Contribution to journalArticlepeer-review

26 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 languageEnglish
Pages (from-to)62-71
Number of pages10
JournalComputers in Human Behavior
Volume48
DOIs
StatePublished - Jul 2015

Keywords

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

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