Virtual agents wear many different names according to their use contexts, functionalities, degrees of anthropomorphism. They can also be visible or incarnated, or not (incarnated agents are called Embodied virtual agents or EVAs). They have been widely used since the 2000's and first generated a...

We examine how consumers react to direct-to-consumer advertising (DTCA) by investigating the role of goal compatibility between motivation to process advertisements and consumer self-concept. Specifically, we examine the interaction between self-regulatory (prevention versus promotion) focus and...