When Does Slow Mean Luxurious?: the Effect of Product Motion Speed in Brand Communications on Status Perceptions

Four studies show that slow (vs. fast) moving ad motion increases the target product’s perceived status and desirability. The effect of slow motion on status perceptions is attenuated 1) for non-luxury (vs. luxury) brands, and 2) among consumers with a low (vs. high) need for status.



Citation:

SungJin Jung and David Dubois (2018) ,"When Does Slow Mean Luxurious?: the Effect of Product Motion Speed in Brand Communications on Status Perceptions", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 165-169.

作者

SungJin Jung, INSEAD, Singapore
David Dubois, INSEAD, France



Volume

NA -消费者研究的进步rch Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

N13. Smaller Self but Larger Tips? The Effect of Awe on Consumers’ Tipping Intention

Ran Li, Chinese University of Hong Kong, China

Read More

Featured

E11. Influence of ethical beliefs and trust on purchase decisions: The moderating effect of involvement

Marija Banovic, Aarhus University
Athanasios Krystallis, Athens University of Economics and Business, Greece

Read More

Featured

D8. Why Employees Communicate Positive eWOM on Social Networking Sites: Motivations and Moderators

Jing Zhang, 华中科技大学管理学院
Ya Zhang, 华中科技大学管理学院

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.