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 | |
| State | Published - Jul 2015 |
Bibliographical note
Publisher Copyright:© 2015 Elsevier Ltd.
UN SDGs
This output contributes to the following UN Sustainable Development Goals (SDGs)
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SDG 12 Responsible Consumption and Production
Keywords
- Computer mediated communication
- Consumer behavior
- Digital shopping
- Shopper behavior
- Shopper psychology
- Virtual environment
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