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

Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.

Included in

Marketing Commons

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