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| Author: | Schlosser, A.E. |
| Title: | Experiencing products in the virtual world: the role of goal and imagery in influencing attitudes versus purchase intentions |
| Journal: | Journal of Consumer Research
2003 : SEP, VOL. 30:2, p. 184-198 |
| Index terms: | Attitudes Product information Purchasing Virtual reality |
| Language: | eng |
| Abstract: | This paper examines how individuals process information presented through virtual interaction with a product (object interactivity) and the impact that this has on their purchase intentions if they are looking for an aesthetic experience (browsers) or to find specific information (searchers). It is proposed that the congruency between users' goals and the delivery of product information will influence discursive processing and thus attitudes. However, what is most effective for creating favourable product attitudes is not necessarily most effective in raising purchase intentions. |
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