Embodied agents on a website: modelling an attitudinal route of influence

Authors:
Pablo Lambert-Diesbach;David F. Midgley
Affiliations:
Group Sup-de-Co, La Rochelle and ESSEC Asian Center;INSEAD, Fontainebleau
Venue:
PERSUASIVE'07 Proceedings of the 2nd international conference on Persuasive technology
Year:
2007

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Abstract

Embodied virtual agents (called hereafter EVAs) are animated, virtual objects, which move, talk, and look like human beings. We propose a possible route which may help better understand how observed effects of an agent on an interface user occur. We relate the concept of embodied agent to literatures in marketing and psychology, which justify the introduction of the concept of attitude. A route of influence and a model are elaborated, proposing effects of agents presence and congruency, on attitudes, and behavioural and intentional dimension of the website power of retention, or "stickiness". The model is tested, results are discussed, research contributions and limits are commented.