The Effects of Anthropomorphic Agents on Advertising Effectiveness and the Mediating Role of Presence

The purposes of this research were to contribute to advertising theory and practice. The theoretical contributions are to understanding and predicting the relationships between presence and advertising effectiveness employing an anthropomorphic agent in the Web advertisement.
  

The Effects of Anthropomorphic Agents on Advertising Effectiveness and the Mediating Role of Presence

Yung Kyun Choi, Dongguk University and,Gordon E. Miracle and Frank Biocca, Michigan State Univerity

PRESENTING AGENTS ON THE WEB SITE

Agents are computer-generated, graphically displayed entities that represent either imaginary characters or real humans controlled by artificial intelligence. Agents are given properties such as shape, color, sound, and motion (Biocca & Delaney, 1995). An agent that is incarnated with human form is referred to as an anthropomorphic agent. Anthropomorphic properties are important for the design of...

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