Autonomous Mobile Digital Signage - Persuasiveness of Life-like Behaviors on Daily Zodiac Horoscope

We examined the effects of life-like movements on persuasion and attention-drawing in an Autonomous Mobile Digital Signage (AMDS) that offered zodiac horoscopes. The study employed a one-factor three-level between-participants design where we manipulated the life-likeness of movement of the AMDS (life-like vs. monotonic vs. Fixed). We set up the three versions of the AMDS for eight days in rotation, and collected the data of the number of users and the percentage of the users who were agreed with the horoscope results told by the AMDS. As the results, we found that the AMDS with life-like movement had higher number of users than the AMDS with no movement. We also found that the percentage of the users who were agreed with the horoscope results increased when the AMDS performed life-like movement compared with other two conditions.