H5. Being Looked Up Or Being Looked Down? the Divergent Effects of Camera Angle on Nonanthropomorphized and Anthropomorphized Product in Ads
This paper finds that for anthropomorphized product, being presented in the downward-looking angle lead to higher product evaluation compared with being presented in upward-looking angle. On contrast, for nonanthropomorphized product, the effect of camera angle is reversed. The two different mechanisms underlying the effect of camera angle were also tested.
Changchun Xuan, Rui Chen, Jing Jiang, Bin Yu, Jingjia Peng, and Shengdong Lin (2018) ,"H5. Being Looked Up Or Being Looked Down? the Divergent Effects of Camera Angle on Nonanthropomorphized and Anthropomorphized Product in Ads", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 935-935.
Changchun Xuan, Xiamen University
Rui Chen, Xiamen University
Jing Jiang, Suzhou Broadcasting System
Bin Yu, Tsingtao Brewery Company Limited
Jingjia Peng, Icartoon Culture & Media Corporation ltd
Shengdong Lin, Xiamen University
NA - Advances in Consumer Research Volume 46 | 2018
H1. How Anthropomorphized Roles Influence Consumers' Attitude Towards Innovative Products
yuanqiong He, Huazhong University of Science and Technology, China
Zhou Qi, Huazhong University of Science and Technology, China
Sustainable Luxury: a Paradox or a Desirable Consumption?
Jennifer Jung Ah Sun, Columbia University, USA
Silvia Bellezza, Columbia University, USA
Neeru Paharia, Georgetown University, USA
F11. Anti-Consumption for Sustainability: The Environmental Impact of Anti-Consumption Lifestyles, Environmentally Concerned Individuals and Ethical Consumers
Laurie Touchette, HEC Montreal, Canada
Marcelo Vinhal Nepomuceno, HEC Montreal, Canada