WHAT IF A WEB SITE CAN TALK? EXPLORING THE PERSUASIVE EEFECTS OF WEB-BASED ANTHROPOMORPHIC AGENTS By Xiaoli Nan, Ceorge Anghelcev, ]un Rong Myers, Sela Sar, and Ron Faber This research examines the impact of Web-based anthropomorphic agents on consumers' attitudes toivard the Web site and the brand, with partic- ular focus on two mediating factors. An experiment found that the pres- ence {versus absence) of an anthropomorphic agefit led to significantly more favorable attitudes toward the Web site, buf had ininimum influ- ence on attitudes toward the brand. In addition, the influence of the ngent on attitudes toivard the Web site was mediated by perceived credi- bility of the Web site and positive emotional responses. Anthropomorphic agents are digital representations of computer programs that have been designed to interact with, or on behalf of, a human.' Unlike avatars, which are digital representations of human users, anthropomorphic agents are controlled by computer programs, rather than humans. With the development of new technologies, anthro- pomorphic agents are now able to display human characteristics (e.g., facial and emotional expressions, gestures, and language abilities, etc.) and interact with humans intelligently. Anthropomorphic agents have been widely used on educational and commercial Web sites. They typically serve as Web hosts, welcom- ing visitors and delivering information about the Web site, or as interac- tive consultants, assisting consumers in completing a learning project or a commercial exchange. Leading marketers such as Coca-Cola®, Verizon , and L'OreaP' have all utilized anthropomorphic agents on their Web sites. For example, the UOreal site features a section where visitors can click a question, and instead of getting the answer from a text displayed on the computer screen, receive an audio message from an anthropomorphic agent named Laurie. Although researchers have debated about whether Web sites should be considered a form of advertising,^ there appears to be an increasing consensus that they should. Singh and Dalai, for example, argued that home pages resemble ads in physical appearance and per- Xiaoli Nan is an assistant professor in the Department of Life Sciences Cominiiiiication at the University of Wisconsin-Madison. George Angiietcev, jiin Rong Myers, ond Sela Sar are Ph.D. students and Ron Faber is a professor in the School of Journalism and Mass Coimmmkation at ihe University of Minnesota-Twin Cities. uarterly Vol.83,No.3 Autumn 2006 ©2006AE}MC WHAT IF A WEB SFTE CAN TALK? 615