Consumer Attitudes Toward Human-Like Avatars in Advertisements: The Effect of Category Knowledge and Imagery

Article (Web of Science)

• cited authors: Gammoh, Bashar S.; Jimenez, Fernando R.; Wergin, Rand
• authors: Gammoh, Bashar S
• publication date: January 1, 2018
• webpage: Web of Science
• published in: INTERNATIONAL JOURNAL OF ELECTRONIC COMMERCE Journal

author keyword

• Avatars
• categorization tension
• mental schema
• online advertising
• online imagery
• product category knowledge

• category: COMPUTER SCIENCE, SOFTWARE ENGINEERING Category
• start page: 325
• end page: 348
• volume: 22
• issue: 3