Virtual shopping and unconscious persuasion: The priming effects of avatar age and consumers’ age discrimination on purchasing and prosocial behaviors

作者：

Highlights：

• We manipulated the age of shopper avatars in a 3D virtual bookstore.

• Operating an elderly avatar decreased walking speed in virtual shopping.

• Participants using elderly avatars were more likely to choose products related to the elderly.

• Participants using elderly avatars showed higher support for a nonprofit aiding the elderly.

• Participants’ ageism scores moderated the effects of elderly avatar priming.

摘要

•We manipulated the age of shopper avatars in a 3D virtual bookstore.•Operating an elderly avatar decreased walking speed in virtual shopping.•Participants using elderly avatars were more likely to choose products related to the elderly.•Participants using elderly avatars showed higher support for a nonprofit aiding the elderly.•Participants’ ageism scores moderated the effects of elderly avatar priming.

论文关键词：Computer mediated communication,Virtual environment,Shopper psychology,Shopper behavior,Consumer behavior,Digital shopping

论文评审过程：Available online 9 February 2015.

论文官网地址：https://doi.org/10.1016/j.chb.2015.01.042