Speed Up, Size Down: How Animated Movement Speed in Product Videos Influences Size Assessment and Product Evaluation
Six studies show that consumers estimate the size of a product to be smaller when the product is animated to move faster (vs. slower) in digital video ads. We identify several moderators that support a cross-domain knowledge transfer mechanism underlying this effect and demonstrate important downstream consequences on willingness-to-pay.
Citation:
He (Michael) Jia, B. Kyu Kim, and Lin Ge (2020) ,"Speed Up, Size Down: How Animated Movement Speed in Product Videos Influences Size Assessment and Product Evaluation", 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: 531-532.
Authors
He (Michael) Jia, University of Hong Kong, China
B. Kyu Kim, Yonsei University
Lin Ge, Chinese University of Hong Kong, China
Volume
NA - Advances in Consumer Research Volume 48 | 2020
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