Is there a need for speed? Fast animation as context increases product trial intent and self-focus

Research output: Contribution to journalArticle

Abstract

Context may be of increasing importance as consumer paths become more predictable by advertisers. Using a framework of excitation transfer, three experiments were conducted (study 1a, 1b, and study 2) where arousal was created by animation speed of product messages and showed effects for a print advertisement (studies 1a and 1b) and an online advertising circular (study 2). People who were in an aroused state were more likely to try the product in the subsequently seen print ad, choose products in the circular that cost more money and perceived the circular ad to be for ‘someone like me’. Implications for advertisers and media planners are discussed.

Original languageEnglish (US)
Pages (from-to)262-284
Number of pages23
JournalInternational Journal of Advertising
Volume34
Issue number2
DOIs
StatePublished - Jan 1 2015

Keywords

  • Advertising circular
  • Animation
  • Context effects
  • Excitation transfer

ASJC Scopus subject areas

  • Communication
  • Marketing

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