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• W2016607613 abstract "Abstract Technological advances are allowing more people to shop and interact online, so it is important for marketers to understand methods for enhancing computer-mediated experiences. The current study examines consumers' ability to experience empathy-based processing in a computer-mediated environment. The study demonstrates that consumers can experience enhanced role-taking online compared with traditional media and that online experiences facilitating role-taking benefit both consumers and marketers. Role-taking as a mediator in the process increases consumer involvement and elicits more positive attitudes toward online experiences. Marketing tactics enhancing consumer role-taking should help to bridge the gap between the relatively different experiences of online and off-line shopping." @default.
• W2016607613 created "2016-06-24" @default.
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• W2016607613 date "2003-09-01" @default.
• W2016607613 modified "2023-09-28" @default.
• W2016607613 title "Role-Taking: Enhancing the Online Experience" @default.
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• W2016607613 doi "https://doi.org/10.1080/10641734.2003.10505148" @default.
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