When an avatar behaves in a seemingly "social" manner by employing specific social cues, customers are likely to behave as if the guide were a live person. This holds true even for the most computer-savvy users, and is due to an ingrained response from people when an invitation to social interaction is extended to them, even if by a character on a computer screen
Article about a study conducted on avatars and their use on ecommerce sites.
- Jeff Rohwer on 2007-09-24