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Conference Paper: Speed Up, Size Down: How Animated Movement Speed in Product Videos Influences Size Assessment and Product Evaluation

TitleSpeed Up, Size Down: How Animated Movement Speed in Product Videos Influences Size Assessment and Product Evaluation
Authors
Issue Date2020
PublisherAssociation 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?
AbstractSix 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 Identifierhttp://hdl.handle.net/10722/306792
ISSN
2023 SCImago Journal Rankings: 0.133

 

DC FieldValueLanguage
dc.contributor.authorJia, HM-
dc.contributor.authorKim, BK-
dc.contributor.authorGe, L-
dc.date.accessioned2021-10-22T07:39:39Z-
dc.date.available2021-10-22T07:39:39Z-
dc.date.issued2020-
dc.identifier.citation51st 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.issn0098-9258-
dc.identifier.urihttp://hdl.handle.net/10722/306792-
dc.description.abstractSix 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.languageeng-
dc.publisherAssociation for Consumer Research. The Journal's web site is located at https://www.acrwebsite.org/web/conferences/proceedings.aspx-
dc.relation.ispartofAdvances in Consumer Research-
dc.relation.ispartofAssociation for Consumer Research (ACR) Conference 2020-
dc.titleSpeed Up, Size Down: How Animated Movement Speed in Product Videos Influences Size Assessment and Product Evaluation-
dc.typeConference_Paper-
dc.identifier.emailJia, HM: mhjia@hku.hk-
dc.identifier.authorityJia, HM=rp02165-
dc.description.natureabstract-
dc.identifier.hkuros328742-
dc.identifier.volume48-
dc.identifier.spage438-
dc.identifier.epage439-
dc.publisher.placeUnited States-

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