Nav: Home

How animation speed affects consumers' perception of product size

August 04, 2020

Researchers from University of Hong Kong, Yonsei University, and Chinese University of Hong Kong published a new paper in the Journal of Marketing that examines the relationship between animated movement speed in video ads and consumers' assessment of the product size.

The study forthcoming in the Journal of Marketing is titled "Speed Up, Size Down: How Animated Movement Speed in Product Videos Influences Size Assessment and Product Evaluation" and is authored by Michael Jia, B. Kyu Kim, and Lin Ge.

In video ads, products cannot be shown at their actual physical sizes. When no explicit size information or point of reference is provided, product size may be unclear to consumers. Given the potential ambiguity and the importance of size assessment in consumer preference formation, it is highly beneficial for marketers to know what visual cues consumers might use to infer the physical size of a product shown in video ads.

Video advertising often involves dynamic presentations of products that are displayed to move in a lively fashion, similar to how animals move. For instance, an audio speaker can be animated to flash in, bounce, turn around, or spin actively in video ads although it cannot move spontaneously in reality. In this case, the overall animated movement pattern may look similar to various movements insects or birds perform in the air, fishes perform in the water, dancers perform on the stage, or superheroes perform in movies. As another example, when a Swiss Army knife is animated to unfold its moveable parts (e.g., blade and corkscrew) or transform its shape, these movements may also to some extent resemble the way animals move their body parts. When creating video ads, graphic designers can animate products to move either faster or slower.

Jia explains that, "We conducted a series of experiments to examine whether and how the animated movement speed of a product displayed in video ads can influence consumers' size assessment of the product. We found a speed-based scaling effect, meaning that consumers estimate the size of a product to be smaller when the product is animated to move faster in video ads." Moreover, a product's animated movement speed is more likely to color product size assessment for consumers who perceive the product's animated movement pattern as more similar to animals' movement patterns.

The findings offer important implications for marketers, graphic designers, and online advertisers. For products for which a small size is preferred by consumers due to considerations of portability or storage constraint (e.g., mobile devices), practitioners can animate products' movements to be fast in video ads to communicate a small product size. In contrast, for edible products (e.g., food and drinks) and household products (e.g., detergents), consumers generally consider large product size desirable. To summarize the practical value of the research, Kim says, "Practitioners should avoid fast animated movements for these products in video ads if they adopt a value-based positioning such as a larger quantity for the same price. To leverage the speed-based scaling effect, practitioners can animate a product to move like animals' movement patterns."

In the contemporary digital era, consumers are constantly exposed to product videos. When creating video ads, practitioners should be aware of the general negative relationship between animated movement speed and size assessment. Guided by this principle, they can determine the ideal animated movement speeds for their products through speed calibration tests tailored to their products' natures and marketing communication objectives.
-end-
Full article and author contact information available at: https://doi.org/10.1177/0022242920925054

About the Journal of Marketing

The Journal of Marketing develops and disseminates knowledge about real-world marketing questions useful to scholars, educators, managers, policy makers, consumers, and other societal stakeholders around the world. Published by the American Marketing Association since its founding in 1936, JM has played a significant role in shaping the content and boundaries of the marketing discipline. Christine Moorman (T. Austin Finch, Sr. Professor of Business Administration at the Fuqua School of Business, Duke University) serves as the current Editor in Chief.

https://www.ama.org/jm

About the American Marketing Association (AMA)

As the largest chapter-based marketing association in the world, the AMA is trusted by marketing and sales professionals to help them discover what's coming next in the industry. The AMA has a community of local chapters in more than 70 cities and 350 college campuses throughout North America. The AMA is home to award-winning content, PCM® professional certification, premiere academic journals, and industry-leading training events and conferences.

https://www.ama.org/

American Marketing Association

Related Consumers Articles:

Is less more? How consumers view sustainability claims
Communicating a product's reduced negative attribute might have unintended consequences if consumers approach it with the wrong mindset.
In the sharing economy, consumers see themselves as helpers
Whether you use a taxi or a rideshare app like Uber, you're still going to get a driver who will take you to your destination.
Helping consumers in a crisis
A new study shows that the central bank tool known as quantitative easing helped consumers substantially during the last big economic downturn -- a finding with clear relevance for today's pandemic-hit economy.
'Locally grown' broccoli looks, tastes better to consumers
In tests, consumers in upstate New York were willing to pay more for broccoli grown in New York when they knew where it came from, Cornell University researchers found.
Should patients be considered consumers?
No, and doing so can undermine efforts to promote patient-centered health care, write three Hastings Center scholars in the March issue of Health Affairs.
Consumers choose smartphones mostly because of their appearance
The more attractive the image and design of the telephone, the stronger the emotional relationship that consumers are going to have with the product, which is a clear influence on their purchasing decision.
When consumers don't want to talk about what they bought
One of the joys of shopping for many people is the opportunity to brag about their purchases to friends and others.
As consumers, how do we decide what's 'best' when it's not clear?
Imagine you are choosing between two resorts for your island vacation.
Effects of ethnocentrism on consumers
Aitor Calvo-Turrientes, winner of the prize for End-of-Degree Project in Sustainability in 2015 awarded by the Faculty of Economics and Business of the UPV/EHU-University of the Basque Country in Vitoria-Gasteiz, is the author of the paper 'The valuation and purchase of food products that combine local, regional and traditional features: The influence of consumer ethnocentrism,' published recently by the prestigious journal Food Quality and Preference.
Organic consumers mean business
Groundbreaking research from Aarhus BSS shows that organic consumers are standing fast and are buying more and more organic products following an increasingly predictable pattern.
More Consumers News and Consumers Current Events

Trending Science News

Current Coronavirus (COVID-19) News

Top Science Podcasts

We have hand picked the top science podcasts of 2020.
Now Playing: TED Radio Hour

Listen Again: The Power Of Spaces
How do spaces shape the human experience? In what ways do our rooms, homes, and buildings give us meaning and purpose? This hour, TED speakers explore the power of the spaces we make and inhabit. Guests include architect Michael Murphy, musician David Byrne, artist Es Devlin, and architect Siamak Hariri.
Now Playing: Science for the People

#576 Science Communication in Creative Places
When you think of science communication, you might think of TED talks or museum talks or video talks, or... people giving lectures. It's a lot of people talking. But there's more to sci comm than that. This week host Bethany Brookshire talks to three people who have looked at science communication in places you might not expect it. We'll speak with Mauna Dasari, a graduate student at Notre Dame, about making mammals into a March Madness match. We'll talk with Sarah Garner, director of the Pathologists Assistant Program at Tulane University School of Medicine, who takes pathology instruction out of...
Now Playing: Radiolab

What If?
There's plenty of speculation about what Donald Trump might do in the wake of the election. Would he dispute the results if he loses? Would he simply refuse to leave office, or even try to use the military to maintain control? Last summer, Rosa Brooks got together a team of experts and political operatives from both sides of the aisle to ask a slightly different question. Rather than arguing about whether he'd do those things, they dug into what exactly would happen if he did. Part war game part choose your own adventure, Rosa's Transition Integrity Project doesn't give us any predictions, and it isn't a referendum on Trump. Instead, it's a deeply illuminating stress test on our laws, our institutions, and on the commitment to democracy written into the constitution. This episode was reported by Bethel Habte, with help from Tracie Hunte, and produced by Bethel Habte. Jeremy Bloom provided original music. Support Radiolab by becoming a member today at Radiolab.org/donate.     You can read The Transition Integrity Project's report here.