Publication Type
Conference Proceeding Article
Publication Date
10-2014
Abstract
We propose that speed and direction changes in moving ad elements influence product novelty perceptions. Three studies show thatinanimate but moving elements within an advertisement enhance novelty perceptions due to their kinetic property. Further, we showthat this effect is driven by perceptions of ad aliveness and product atypicality.
Discipline
Marketing
Research Areas
Marketing
Publication
Proceedings of the ACR 45th consecutive North American Conference: Back to Fun, Baltimore, MD, 2014 October 23-26
Volume
42
First Page
545
Last Page
546
Publisher
Association for Consumer Research
City or Country
Baltimore, MD
Citation
KIM, Junghan and LAKSHMANAN, Arun.
It’s alive! How kinetic property in ads shapes novelty perceptions. (2014). Proceedings of the ACR 45th consecutive North American Conference: Back to Fun, Baltimore, MD, 2014 October 23-26. 42, 545-546.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/5378
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.