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In this research, two separate experiments investigate the effects of virtual direct experience (VDE) and the degree of digitalization of experiential product attributes on on-line ad message effectiveness (i.e., perceived risk, product evaluation, affect, and conation). In the first experiment, the message effectiveness of on-line advertisements (VDE/no VDE) is examined across two experience products differing in degree of digitizable experiential product attributes. In the second experiment, the same set of dependent variables is examined across three degrees of digitalization of experiential product attributes (low, medium, high) in relation to a single experience product category. Furthermore, the second experiment investigates the moderating effect of consumer product expertise on the main effect of the degree of digitalization. Findings suggest significant theoretical and managerial implications.
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Griffith et al. (2004) studied this question.
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