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August 10, 2026Journal of Hospitality and Tourism Technology

Cartoon or reality: how does the visual style of a digital endorser influence purchase intention for elderly tourism products?

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Authors

LWLanxia WangYGYingshan GuoHZHui Zhang

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Overview

Randomized trial examines visual style effects on purchase intention in elderly tourism, suggesting design strategies.

Key Points

  • This study investigates how the visual style of digital endorsers affects purchase intention for elderly tourism products.
  • Conducted a series of experiments with a pretest to validate visual style manipulation.
  • Used a 2 × 2 between-subjects design to explore mediators and moderators.
  • Applied PROCESS models for data analysis.
  • Cartoon endorsers increased purchase intention more than realistic endorsers, enhancing perceived warmth.
  • No significant effect was found for perceived competence related to visual style.
  • Positive information framing amplified warmth effects of cartoon styles, while negative framing boosted competence of realistic styles.

Cite This Study

Wang et al. (2026) studied this question.

synapsesocial.com/papers/6a797d479c20a9bbd3184940https://doi.org/10.1108/jhtt-11-2025-1064
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Also Consider

Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context:

  1. 1How Cartoon-Style Illustrations Influence Travel Intentions2026
  2. 2Less human, more effective? Consumer responses to human-like and cartoon-like virtual influencers2026
  3. 3The role of psychological distance and construal level in explaining the effectiveness of human-like vs. cartoon-like virtual influencers2024 · 70 citations
  4. 4Matching message and messenger: how endorser type and appeal shape advertising credibility and consumer responses in golf advertising2026
  5. 5Uncovering effects of virtual endorser’s attractiveness on consumer behaviors from the perspective of national culture2024 · 5 citations