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...