It’S Alive! How Kinetic Property in Ads Shapes Novelty Perceptions

Junghan Kim, State University of New York at Buffalo, USA
Arun Lakshmanan, State University of New York at Buffalo, USA
We propose that speed and direction changes in moving ad elements influence product novelty perceptions. Three studies show that inanimate but moving elements within an advertisement enhance novelty perceptions due to their kinetic property. Further, we show that this effect is driven by perceptions of ad aliveness and product atypicality.
[ to cite ]:
Junghan Kim and Arun Lakshmanan (2014) ,"It’S Alive! How Kinetic Property in Ads Shapes Novelty Perceptions", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 545-546.