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Conference Paper: Speed Up, Size Down: How Animated Movement Speed in Product Videos Influences Size Assessment and Product Evaluation
| Title | Speed Up, Size Down: How Animated Movement Speed in Product Videos Influences Size Assessment and Product Evaluation |
|---|---|
| Authors | |
| Issue Date | 2020 |
| Publisher | Association for Consumer Research. The Journal's web site is located at https://www.acrwebsite.org/web/conferences/proceedings.aspx |
| Citation | 51st Annual Association for Consumer Research (ACR) 2020: Rendez-Vous in the City of Light, Virtual Conference, 1-4 October 2020. Conference Proceedings in Advances in Consumer Research, 2020, v. 48, p. 438-439 How to Cite? |
| Abstract | 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. |
| Persistent Identifier | http://hdl.handle.net/10722/306792 |
| ISSN | 2019 SCImago Journal Rankings: 0.139 |
| DC Field | Value | Language |
|---|---|---|
| dc.contributor.author | Jia, HM | - |
| dc.contributor.author | Kim, BK | - |
| dc.contributor.author | Ge, L | - |
| dc.date.accessioned | 2021-10-22T07:39:39Z | - |
| dc.date.available | 2021-10-22T07:39:39Z | - |
| dc.date.issued | 2020 | - |
| dc.identifier.citation | 51st Annual Association for Consumer Research (ACR) 2020: Rendez-Vous in the City of Light, Virtual Conference, 1-4 October 2020. Conference Proceedings in Advances in Consumer Research, 2020, v. 48, p. 438-439 | - |
| dc.identifier.issn | 0098-9258 | - |
| dc.identifier.uri | http://hdl.handle.net/10722/306792 | - |
| dc.description.abstract | 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. | - |
| dc.language | eng | - |
| dc.publisher | Association for Consumer Research. The Journal's web site is located at https://www.acrwebsite.org/web/conferences/proceedings.aspx | - |
| dc.relation.ispartof | Advances in Consumer Research | - |
| dc.relation.ispartof | Association for Consumer Research (ACR) Conference 2020 | - |
| dc.title | Speed Up, Size Down: How Animated Movement Speed in Product Videos Influences Size Assessment and Product Evaluation | - |
| dc.type | Conference_Paper | - |
| dc.identifier.email | Jia, HM: mhjia@hku.hk | - |
| dc.identifier.authority | Jia, HM=rp02165 | - |
| dc.description.nature | abstract | - |
| dc.identifier.hkuros | 328742 | - |
| dc.identifier.volume | 48 | - |
| dc.identifier.spage | 438 | - |
| dc.identifier.epage | 439 | - |
| dc.publisher.place | United States | - |