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



Share Proceeding

Featured papers

See More

Featured

Market Structure and Firm Engagement in Divisive Political Issues

Chris Hydock, Georgetown University, USA
Neeru Paharia, Georgetown University, USA
Sean Blair, Georgetown University, USA

Read More

Featured

Brought To You Live”: On The Consumption Experience of Live Social Media Streams

Nofar Duani, New York University, USA
Alixandra Barasch, New York University, USA
Adrian Ward, University of Texas at Austin, USA

Read More

Featured

What a Waste: Effects of Food Consumption Choices and Traffic Light Labelling on Disposal

Marit Drijfhout, University of Groningen, The Netherlands
Jenny van Doorn, University of Groningen, The Netherlands
Koert van Ittersum, University of Groningen, The Netherlands

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.