The Impact of Dynamic Advertising With Zoom Lens on Consumers' Comparative Decision-Making Preferences

This research proposes the impact of merchants 'zooming and pulling lenses on consumers' comparative decision-making methods in dynamic advertising on online shopping platforms and the perception distance’s mediator role in this process.



Citation:

lu meng (2020) ,"The Impact of Dynamic Advertising With Zoom Lens on Consumers' Comparative Decision-Making Preferences", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1213-1213.

Authors

lu meng, Renmin university China



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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