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

• Published in: Computers in human behavior Vol. 48; pp. 62 - 71
• Main Authors: Yoo, Seung-Chul, Peña, Jorge F., Drumwright, Minette E.
• Format: Journal Article
• Language: English
• Published: Elsevier Ltd 01.07.2015
• Subjects: Computer mediated communication; Consumer behavior; Digital shopping; Shopper behavior; Shopper psychology; Virtual environment; Consumer behavior; Virtual environment; Shopper behavior; Computer mediated communication; Shopper psychology; Digital shopping
• ISSN: 0747-5632; 1873-7692
• DOI: 10.1016/j.chb.2015.01.042

[Display omitted] •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. This study examined how operating elderly or young avatars affected shoppers’ product perceptions and purchasing behaviors. It also investigated how virtual shopping experiences translated into prosocial behavior regarding a nonprofit organization supporting the elderly. Operating elderly avatars influenced shoppers’ product choice and walking speed while shopping compared to operating younger avatars. In addition, operating elderly avatars positively affected participants’ attitudes and willingness to donate to and volunteer for a nonprofit organization supporting the elderly. Statistical interactions between avatar age and a shopper’s ageism on behavioral and persuasion outcomes were also confirmed, and these findings implied an assimilation/contrast effect influenced by a shopper’s preexisting prejudices toward the elderly.