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.
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.
SungJin Jung, INSEAD, Singapore
David Dubois, INSEAD, France
NA - Advances in Consumer Research Volume 46 | 2018
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