Gender differences in the interpretation of web atmospherics: A selectivity hypothesis approach

@inproceedings{Tsichla2016GenderDI,
  title={Gender differences in the interpretation of web atmospherics: A selectivity hypothesis approach},
  author={Eirini Tsichla and L. Hatzithomas and Christina Boutsouki},
  year={2016}
}
This paper sets out to explore the role of gender as a moderator of the relationship between web atmospheric cues and virtual visitor's attitudes. In a laboratory experiment, the web atmospherics of a museum website – conceived as high and low task relevant cues – are manipulated so as to assess their impact on attitude toward the website and attitude toward the brand. The findings indicate that low task relevant cues are associated not only with higher attitude toward the website but with more… CONTINUE READING

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