The Slow and the Spurious: the Effect of Video Slow Motion on Consumer Persuasion and Trust
Slow motion is commonly used in video advertising to emphasize savoring, enjoyment, and happiness. Four studies show that viewing a commercial in slow motion (vs. natural speed) can backfire by making the actor’s behavior seem more intentional and affected, which consequently makes the actor and commercial less trustworthy and persuasive.
Yunlu Yin, Wanyi Zheng, and Jayson S. Jia (2019) ,"The Slow and the Spurious: the Effect of Video Slow Motion on Consumer Persuasion and Trust", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 921-922.
Yunlu Yin, University of Hong Kong, China
Wanyi Zheng, University of Hong Kong, China
Jayson S. Jia, University of Hong Kong, China
NA - Advances in Consumer Research Volume 47 | 2019
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