Project UPNA-General Objective
Our goal is to know what consequences the interaction with virtual agents has in consumers' decision-marking processes, especially those related to non-conscious attentional and emotional processes.
Secondary objective 1:
To study the effect of the interaction with virtual agents on customers' attentional processes, accounting for differences in these attentional processes with respect to a traditional web environment.
Secondary objective 2:
To study the effect of the interaction with virtual agents on customers' emotional responses, considering potential differences with regard to a traditional web environment.
Secondary objective 3:
To examine the potential moderating role of gender in the responses to the interaction with virtual agents, studying how the affect gender equality in these channels.
Secondary objective 4:
To study the role that privacy concerns play during users' evaluation of their interaction with virtual agents.