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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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