How kinetic property shapes novelty perceptions
This article demonstrates a new substantive finding: that kinetic property in advertising, defined as direction changes in the paths of moving on-screen ad elements, enhances consumer judgments of product novelty. Across six studies, the authors first outline an inference-based theory as to why the...
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| Main Authors: | , |
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| Format: | text |
| Language: | English |
| Published: |
Institutional Knowledge at Singapore Management University
2015
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| Subjects: | |
| Online Access: | https://ink.library.smu.edu.sg/lkcsb_research/5318 https://ink.library.smu.edu.sg/context/lkcsb_research/article/6317/viewcontent/jm140284.pdf https://ink.library.smu.edu.sg/context/lkcsb_research/article/6317/filename/0/type/additional/viewcontent/HowKineticProperty_appendix.pdf |
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| Institution: | Singapore Management University |
| Language: | English |