publication . Preprint . 2004

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

Hussant-Zebian, Rola;
Open Access
  • Published: 01 Jun 2004
Abstract
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 categories of advertising opposing computer animated to non-computer animated images. We have also seetwo product categories : a high involvement product and a low involvement one.
Subjects
free text keywords: involvement; product category; mental imagery; animated images; catégorie de produit; implication; immersion; emotion; imagerie mentale; images animées;, jel:M31, jel:L82
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