The effect of animated images on persuasion: The mediator role of hedonic responses and the moderator role of product category

Preprint OPEN
Hussant-Zebian, Rola;
(2004)
  • Subject: involvement; product category; mental imagery; animated images; catégorie de produit; implication; immersion; emotion; imagerie mentale; images animées;
    • jel: jel:M31 | jel:L82

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 categori... View more
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