The influence of online product presentation videos on persuasion and purchase channel preference: The role of imagery fluency and need for touch

The lack of physical contact between products and consumer represents a key characteristic of online environments that can influence consumer’s purchase behavior. In an effort to offer a close experience with the product, websites usually present vivid information in order to convince consumers about the goodness of their products. Vivid information is likely to prompt different aspects of the purchase process, like reduced feelings of...