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The Effects of Moving Animation on Recall, Hedonic and Utilitarian Perceptions, and Attitude

โœ Scribed by Yee-Lin Lai; Kuan, K.K.Y.; Kai-Lung Hui; Na Liu

Book ID
114622848
Publisher
IEEE
Year
2009
Tongue
English
Weight
483 KB
Volume
56
Category
Article
ISSN
0018-9391

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It has been suggested theoretically that consumer attitudes have distinct hedonic and utilitarian components, and that product categories differ in the extent to which their overall attitudes are derived from these two components. This paper reports three studies that validate measurement scales for