An investigation into online atmospherics: the effect of animated images on emotions, cognition, and purchase intentions

Michel Laroche, Rong Li, Marie-Odile Richard, Mi Zhou

Research output: Contribution to journalArticlepeer-review

Abstract

While prior research on animation effects focused on Web advertising, this article focuses on online retailing and identifies animated images as an important online atmospheric cue. Using an extended Stimulus-Organism-Response (SOR) model, this article explores animation effects on emotional and cognitive processes. Across two studies, the findings show that compared with static images, animated images elicit greater pleasure, which in turn induces more favorable website attitudes, and lead to higher purchase intentions. Further, this serial mediation effect holds across different types of products. These findings, from the perspective of online atmospherics, deepen our understanding of animation effects on consumer approach-avoidance responses.
Original languageEnglish
Article number102845
Number of pages8
JournalJournal of Retailing and Consumer Services
Volume64
Early online date25 Nov 2021
DOIs
Publication statusE-pub ahead of print - 25 Nov 2021

Keywords

  • atmospherics
  • animated images
  • pleasure
  • arousal
  • website attitudes
  • purchase intentions

Fingerprint

Dive into the research topics of 'An investigation into online atmospherics: the effect of animated images on emotions, cognition, and purchase intentions'. Together they form a unique fingerprint.

Cite this