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

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

Journal of Retailing and Consumer Services, 2022, vol. 64, issue C

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.

Keywords: Atmospherics; Animated images; Pleasure; Arousal; Website attitudes; Purchase intentions. (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (11)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:64:y:2022:i:c:s0969698921004112

DOI: 10.1016/j.jretconser.2021.102845

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