The impact of telepresence in an online ad on forming attitudes towards the product: The relevance of the traditional experiential approach

This study proposes a conceptual model for understanding the impact of telepresence in an online ad on the process of forming attitudes towards the product. The model takes the traditional experiential approach as its frame of reference. It formulates two interdependent attitude formation processes...

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Veröffentlicht in:Recherche et applications en marketing 2013-09, Vol.28 (2), p.3-24
Hauptverfasser: Debbabi, Sana, Baile, Serge, des Garets, Véronique, Roehrich, Gilles
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Sprache:eng
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Zusammenfassung:This study proposes a conceptual model for understanding the impact of telepresence in an online ad on the process of forming attitudes towards the product. The model takes the traditional experiential approach as its frame of reference. It formulates two interdependent attitude formation processes in a telepresence situation: the first cognitive, the second affective. The model is tested by means of a quasi-experiment. The results confirm the hypotheses of direct and indirect causality among the variables comparising the two processes. This causal analysis allows us to carry out a conceptual diagnosis and to make various recommendations.
ISSN:0767-3701