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 MoreFeatured
Human or Robot? The Uncanny Valley in Consumer Robots
Noah Castelo, Columbia University, USA
Bernd Schmitt, Columbia University, USA
Miklos Sarvary, Columbia University, USA
Featured
Causes and Consequences of the Expense Prediction Bias
Chuck Howard, University of British Columbia, Canada
David Hardisty, University of British Columbia, Canada
Abigail Sussman, University of Chicago, USA
Melissa Knoll, Consumer Financial Protection Bureau
Featured
Q9. Free or Fee? Consumers’ Decision to Pay for the Premium Version of a Music Streaming Service Rather than Using its Free Version
Sebastian Danckwerts, Heinrich-Heine-University
Peter Kenning, Heinrich-Heine-University