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What is Affect transfer model

Chapter 65
Encyclopedia of E-Business Development and Management in the Global Economy
process of attitude formation where site attitude directly influences brand attitudes through the peripheral route.
Published in Chapter:
Internet Consumer Behavior: Major Moderating Variables
Marie-Odile Richard (University of Montreal, Canada) and Michel Laroche (Concordia University, Canada)
Copyright: © 2010 |Pages: 10
DOI: 10.4018/978-1-61520-611-7.ch065
Abstract
This chapter concludes the model of internet consumer behavior by describing some key moderating variables such as gender, need for cognition (NFC) and optimum stimulation level (OSL)(Figure 1).
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