Conference Proceeding Article
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.
Proceedings of the ACR 45th consecutive North American Conference: Back to Fun, Baltimore, MD, 2014 October 23-26
Association for Consumer Research
City or Country
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. Research Collection Lee Kong Chian School Of Business.
Available at: http://ink.library.smu.edu.sg/lkcsb_research/5378
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