Embodied Agents on Commercial Websites: Modeling Their Effects through an Affective Persuasion Route

  • Pablo Diesbach
  • David Midgley
Part of the Lecture Notes in Computer Science book series (LNCS, volume 5033)


The effects of embodied virtual agents have been widely studied but too often without a theoretical model of such effects. This paper proposes and tests a two-step affective route of persuasion, based on perspectives from psychology and consumer behavior. Step 1 posits effects of the agent on affect. Step 2 posits effects of affect on a construct of website stickiness. The model is tested in an experiment. The construct of stickiness is validated and the affective route is partially confirmed.


Embodied virtual agents affect website stickiness 


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Copyright information

© Springer-Verlag Berlin Heidelberg 2008

Authors and Affiliations

  • Pablo Diesbach
    • 1
  • David Midgley
    • 2
  1. 1.Rouen School of ManagementMont Saint Aignan CedexFrance
  2. 2.INSEAD, Boulevard de ConstanceFontainebleau CedexFrance

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