When Does Slow Mean Luxurious?: the Effect of Product Motion Speed in Brand Communications on Status Perceptions

Four studies show that slow (vs. fast) moving ad motion increases the target product’s perceived status and desirability. The effect of slow motion on status perceptions is attenuated 1) for non-luxury (vs. luxury) brands, and 2) among consumers with a low (vs. high) need for status.



Citation:

SungJin Jung and David Dubois (2018) ,"When Does Slow Mean Luxurious?: the Effect of Product Motion Speed in Brand Communications on Status Perceptions", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 165-169.

Authors

SungJin Jung, INSEAD, Singapore
David Dubois, INSEAD, France



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

Shades of Rejections: The Effect of Rejection Frames on Commitment to Choice

Jen H. Park, Stanford University, USA
Itamar Simonson, Stanford University, USA

Read More

Featured

Felt Ambivalence: Exploring the Storage Structure and Role of Situational Relevance on the Accessibility of Dominant and Conflicting Reactions

Amit Surendra Singh, Ohio State University, USA
H. Rao Unnava, University of California, Davis

Read More

Featured

“Slim-As-Luxury” Effect: Product Shape as Input to Luxury Perceptions

Ji Jill Xiong, National University of Singapore, Singapore
Yu Ding, Columbia University, USA
Gita Venkataramani Johar, Columbia University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.